Order Analysis

Objective

The Order Analysis dashboard provides a good overall sense of business health through ten distinct trending charts. Use the Order Analysis dashboard to identify areas of the business that need to be analyzed deeper.

Potential Actions

  1. Identify trends (i.e. transaction approval rate in the Approved Transactions chart, Cycle 2 Average Order Value in the Average Order Value chart, etc) by looking at each of the ten metrics trended over time in this dashboard. After reviewing this dashboard, one may identify metrics that need to be analyzed deeper. To analyze deeper, either use the filters to help narrow the focus (i.e. by date, by product, by campaign, etc.) or drill into one of the other Analytics dashboards. 

  • Data presented in this dashboard is based on "Transaction Date" unless otherwise noted. Transaction Date is the date that the order was placed without an association between the Re-bill and Recurring transactions (Cycles 1…X) and the Initial transaction (Cycle 0) that initiated the order.

  • All orders marked "test" within the platform are automatically excluded from data presented in Analytics.
  • Please reference the Lime Light Order Cycle Nomenclature visual below to understand the way that Lime Light references the phases of each order type. 

 Video Length: 10:13

 

 

Chart / Table

Description

Formula

Approved Transactions

 

Use this information to identify positive or negative approval trends. Ultimately, one may decide that a specific activity engaged in within a given month has either helped or hindered the ability to get transactions approved.

Data Based On: Transaction Date - The date that the order was placed without an association between the Re-bill and Recurring transactions (Cycles 1…X) and the Initial transaction (Cycle 0) that initiated the order.

Approved Transactions = (Approved Transactions ÷ Total Transactions)

Gross Revenue

Gross Revenue is the total amount customers actually pay when they make their purchases. Trending Gross Revenue illustrates Gross Revenue increases and/or decreases over the date range charted.

Data Based On: Transaction Date - See description above.

 

Sum(Order Total Revenue)

Orders by Cycle

After reviewing this line chart, one will understand the number of orders (successful transactions) generated by subscription cycle over time. Depending on how wide the date range, the chart will display the trend of recurring transactions (cycles 2...X), amongst other helpful order trending information. (i.e. recurring will often begin to decline after Cycle 2). This is useful information to help guide/refine marketing and operational efforts.

Please reference the Lime Light Order Cycle Nomenclature visual below to understand the way that Lime Light references the phases of each order type, including:

  1. Trial Subscription Order
  2. Subscription Order
  3. Straight Sale Order

Data Based On: Acquisition Date - Data is organized by the date that the original order was placed. This allows Analytics to present data in an appropriately connected way. Specifically, Acquisition Date associates Re-bill and Recurring transactions (Cycles 1…X) to the Initial transaction that initiated the order.

Sum(Orders By Cycle)

Unique Customers by Cycle

Gaining an understanding of customers in each subscription cycle will identify opportunities to increase Customer Lifetime Value (CLTV). By reviewing the drop off over time, with the added detail of cycle, one can identify when customers typically cancel and use this information to develop messaging, and/or other marketing efforts, to proactively influence customer behavior away from potential cancellations, etc.

Data Based On: Acquisition Date - See description above.

Sum(Unique Approved Customers by Cycle)

Gross Revenue by Cycle

Gross Revenue trending by cycle illustrates sales increases or decreases over time by subscription cycle. Much like the Gross Revenue Trend chart, it is used to measure how fast a business is expanding or shrinking but with the additional cycle detail.

Data Based On: Acquisition Date - See description above.

Sum(Gross Revenue by Cycle)

Net Revenue by Cycle

This line chart is the similar to the Gross Revenue Trend by Cycle except it is based on Net Revenue. Net Revenue refers to Gross Revenue minus refunds. If the level of Refunds is out of line in any given cycle, this line chart will help identify it.

Data Based On: Acquisition Date - See description above.

(Gross Revenue - Refunds)

Refunds

Refund trending by cycle illustrates refund increases and decreases over time by cycle and is useful to illustrate anomalies in customer behavior. For example, if Cycle 2 has a sudden spike in a particular week, one may want to investigate to determine the root cause, or if a pattern develops, something in the campaign may be influencing customer actions.

Data Based On: Acquisition Date - See description above.

Sum(Refund Amount)

Merchant Chargeback (MCB)

Chargeback (MCB) trending by cycle illustrates MCB Lost Revenue increases or decreases over time by cycle and is useful to illustrate anomalies or trends in customer behavior. Things to look for would be the consistency of when MCBs occur (i.e. at a specific Cycle), abnormal behavior between one campaign versus another, or one Affiliate versus another, etc.

Data Based On: Acquisition Date - See description above.

Note: MCB Lost Revenue is revenue lost as a result of chargebacks. The figure is calculated by simply summing the total revenue of orders charged back. The impact of representment is not reflected in the MCB List Revenue figure.

Sum(Total Revenue of Orders Charged back)

Average Order Value (AOV)

The Average Order Value (AOV) metric measures the average total of every order placed with an Advertiser over a defined period of time. It is calculated by dividing the total value of all purchases by the total number of purchasers within the designated date range. Review AOV by cycle to identify customer purchasing anomalies over time (i.e. if a change was made to a Step-1 or a Step-2 within a campaign).

Data Based On: Acquisition Date - See description above.

Sum(Gross Revenue) ÷ Count(Approved Orders)

Decline Transactions

The purpose of the Declined Transactions trend line chart is to gain an understanding of trends in declined transactions over time. The purpose of the Declined Transactions trend line chart is to gain an understanding of trends in declined transactions over time. This chart is useful to see Cycle changes in approval rates, but is also particularly useful in assessing traffic quality from between Affiliates, or between Campaigns, etc.

Go to Overview of Decline Reasons to read about the causes of declined transactions.

Data Based On: Acquisition Date - See description above.

Count(Declined Orders)

 

 

 

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