Affiliate Quality

The purpose of this report is to show quality indicators for each affiliate.

 


Video Length: 13:27

 

Chart / Table

Description

Formula

Rebill Rate

The line chart trends Rebill Rate over time. (Rebill Orders ÷ Initial Orders)

Affiliate Early Quality Indicators

The purpose of the Affiliate Quality dashboard is to help analyze affiliate and sub-affiliate performance. There are “early” and “late” indicators of affiliate quality and this dashboard breaks those out. This table includes the early quality indicators including Fraud and In-Trial Cancellation. CLTV (Customer Lifetime Value) is also a great quality metric and can be useful early, however it is not the best indicator of quality before rebill.

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.

 

Fraud %  

The percentage of orders marked as fraud.

(Transactions marked as Fraud ÷ Orders)

Orders (Initial)  

Often called an “Initial”. The first transaction in a scheduled series of transactions within a trial subscription program. A non-trial subscription will not have an Initial Order.

Sum (Initial Orders)

Orders (Awaiting Rebill)  

Orders that are still in the trial period. 

Cycle 0 Orders pending rebill

CLTV  

The profit a business makes from any given customer (often referred to as LTV or CLV). The purpose of the CLTV metric is to assess the financial value of each customer.

(Gross Profit ÷ Unique Initial Customers)

 

Gross Profit = (Gross Revenue - COGs)

% of Total Orders  

The percentage of total orders.

(Total Orders on Affiliate ÷ Total Orders)

In-Trial Cancelled %  

The In-trial Cancel Rate is a great early indicator of traffic source quality. The higher the percentage of In-trial cancels, the lower the quality of traffic the source is driving. This is not always the best indicator of quality but again, it's a great early indicator.  (In-trial Cancels ÷ Initial Orders)

Initial Approval Rate  

The percentage of transactions that got approved.

(Approved Initial Transactions ÷ Total Initial Transactions)

Affiliate Late Quality Indicators

This table includes the late quality indicators including MCB (Merchant Chargeback) Rate, Rebill Rate, Refunded Revenue Percentage and more.

Data Based On: Acquisition Date - See description above.

 

MCB %  

The percentage of chargebacks.

(Chargebacks ÷ Orders)

Net Profit  

Revenue remaining after total expenses and taxes are subtracted. 

(Gross Revenue - Total expenses - Taxes)

Rebill Rate  

One of the most important metrics to monitor, the Rebill Rate is the percentage of Trials that convert to a Rebill (Cycle 1) order.

(Rebill Orders ÷ Initial Orders)

Refunded Rev %  

Percentage of Gross Revenue lost due to refunds. (Amount Refunded ÷ Gross Revenue)
% of Total Orders The percentage of orders for each affiliate source. (Initial Orders by Affiliate ÷ Initial Orders)

Refunded by Affiliate

This table includes all of the key metrics related to refunds broken down by affiliate and sub-affiliate.

Data Based On: Acquisition Date - See description above.

 
Refund # Refund count. Count(Refunds by Affiliate)
Refunded Gross Revenue lost as a result of refunds. Sum(Total Revenue of Orders Refunded)
Refunded Rev % Percentage of Gross Revenue lost due to refunds. (Amount Refunded ÷ Gross Revenue)

Refunded w/o MCB

Gross Revenue lost with the refunds from chargebacks not included.

Sum(Refunds from sources other than MCBs)

MCB Lost Rev

MCB Lost Revenue is Gross Revenue lost within the designated time period as a result of chargebacks only.

Note: The benefits of representment is not reflected in the MCB Lost Revenue calculation.

Sum(Total Revenue of Orders Charged back)
Total Orders The total order quantity for each affiliate. Sum(Total Orders by Affiliate)

% of Orders

The percentage of overall orders generated by each affiliate.

(Total Orders by Affiliate ÷ Total Orders)

Cancellation By Day

This table includes all of the key metrics related to order cancellations broken down by affiliate and sub-affiliate.

Data Based On: Acquisition Date - See description above.

 

Orders (Initial)  

Often called an “Initial”. The first transaction in the a scheduled series of transactions in a trial subscription program. A non-trial subscription will not have an Initial Order.

Cycle 0 Orders

Day X Cancellation  

The number of cancellations by each of the first x days. The firs five days are displayed individually and then days six through thirteen are grouped to see if there is a trend for quick cancellations.

Orders canceled on X day

In-Trial Cancelled

Orders that canceled before having a chance to rebill during the Initial Cycle.

Sum (Initial Order Cancellations during trial period)

In-Trial Cancelled %

See description above.

See formula above.

Customer Lifetime Value Support Metrics

This table provides all of the metrics used to calculate Customer Lifetime Value (CLTV).

Data Based On: Acquisition Date - See description above.

 

New Customers  

The number of customers that are new to the period of time.  Sum(New Customers)

Gross Revenue  

The total amount customers actually pay when they make their purchases.

Sum(Order Total Revenue)

Gross Profit  

The total amount customers pay when they make their purchases minus Cost of Goods Sold (COGS). The total revenue generated minus the cost of the product before the deduction of any other expense assumptions.

(Gross Revenue - COGS)

COGS  

COGS stands for Cost of Goods Sold and is the total cost of producing a product up to the point of sale. This would include costs such as manufacturing costs, packaging costs, pre-sale shipping or import duty costs, etc.

(Orders × Product COGS)

Refunded See description above. See formula above.

Refunded w/o MCB

See description above.

See formula above.

Net Revenue  

Net revenue refers to Gross Revenue minus the cost of sales, including cost of goods sold.

(Gross Revenue - Refunds)

CLTV  

The profit your business makes from any given customer (sometimes as LTV, CLTV or CLV). The purpose of the CLTV metric is to assess the financial value of each customer, or from a typical customer in case you're measuring it generally.

(Gross Profit ÷ Unique Initial Customers)

 

Gross Profit = (Gross Revenue - COGs)

Revenue & Expenses by Affiliate

This table includes the Gross  Revenue, Net Profit and Total Expenses for each affiliate.  

Gross Revenue  

See definition above.

Sum(Order Total Revenue)

Net Profit  

See definition above.

(Gross revenue - Total expenses - Taxes)

Total Expenses  

See definition above.

Total Expenses based on orders by affiliate

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