Glossary of Measures

Analytics has about 100 distinct measures to help better understand your business. Each of the measures used in Analytics is listed below in alphabetical order. You will see the formula used for the measure; the definition of the measure and each dashboard that the measure is located in. 

Lime Light Analytics is designed to support the need to gain critical business insights without exporting data and manipulating it. Quickly answer macro and micro questions such as:

  • Is a specific source of traffic bringing higher quality customers to the business than others?
  • How much money am I making by subscription cycle over time?
  • How does the Customer Lifetime Value (CLTV) of one traffic source compare to another?
  • Has Churn Rate from Initial to Recurring billing increased or decreased over time?

Through topic-centric dashboards and advanced filtering, Lime Light Analytics is designed for presenting advanced Business Intelligence. Analytics will not leave questions about key measures unanswered. Address questions in one place with Lime Light Analytics.

If you are interested in understanding more about industry terms, refer to the Glossary of Terms

 

Measure Formula Definition Location
Active Subscriptions Sum(Active Subscriptions) Approved and the recurring flag is set to true. Subscriptions, Customer Churn
AOV Gross Revenue ÷ Gross Orders Average Order Value (AOV) tracks the average amount spent each time a customer places an order. AOV is a key measure that marketers measure to understand their customers’ purchasing habits. n/a
Approved Sum(Approved Transactions) A credit card purchase for which the merchant has received approval from the bank that issued the customer's credit card. Gateway Analysis, BIN Analysis
Attempts Sum(Transaction Attempts) Trying to charge a credit card. Gateway Analysis, BIN Analysis
Avg Days to MCB Average(Order Date - Chargeback Date)  The average number of days for an order to charge back. Chargebacks
Avg Days to MCB (Initial) Average(Order Date - Chargeback Date)  The average number of days for an Initial Order to charge back. BIN Analysis, Chargebacks
Avg Days to MCB (Rebill) Average(Order Date - Chargeback Date)  The average number of days for a Rebill Order to charge back. BIN Analysis, Chargebacks
Avg Days to MCB (Recurring) Average(Order Date - Chargeback Date)  The average number of days for a Recurring Order to charge back. BIN Analysis, Chargebacks
Avg MCB per Day Chargebacks/Days in Month The average number of chargebacks received per day. Chargebacks
Billing Rate Orders ÷ Attempts Percentage of approved transactions by billing cycle on the respective Gateway/BIN. The approval rate can be used to analyze and compare to other Gateway/BIN approval rates. Gateway Analysis
Cancellations Sum(Cancellations) An order that was canceled by a human. An order that is canceled through a system process is called a "hold" (e.g., through decline salvage). Subscriptions
Charge Success Rate Transaction Attempts by BIN ÷ Approved  Transactions by BIN Percentage of approved transactions by billing cycle on the respective BIN. The Charge Success Rate can be used to analyze and compare to other BIN approval rates. BIN Analysis
Churn Rate LUC ÷ SUC The higher the churn, the more customers lost. Customer Churn
CLTV CLTV = (Gross Profit ÷ Unique Initial Customers)

Gross Profit = (Gross Revenue - COGs)
The profit a business makes from any given customer (often referred to as LTV or CLV). The purpose of the CLTV measure is to assess the financial value of each customer. Order Analysis, Affiliate Analysis
COGS Sum(COGS Expense) The total cost of producing a product up to the point of sale. This would include costs such as manufacturing, packaging, pre-sale shipping or import duties, etc. Profit & Loss
Compared to Average MCB % MCB of the bank ÷ Avg MCB of the population The chargeback rate compared to the overall chargeback rate. BIN Analysis
CPA Refer to the expense assumption for  CPA that you set up. Cost Per Acquisition (CPA), also known as pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for each specified acquisition.  Customer Churn
CPA Expenses Sum(CPA) CPA stands for Cost per Acquisition and is an advertising pricing model based on paying for direct results. The direct correlation between the action taken and the payment for the advertising that led to the action. Profit & Loss
Customer Service Expenses Sum(Customer Service Expense) Expenses associated with handling inbound customer service inquiries. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Cycle 2 Approval % Approved transactions by Cycle Approved transactions by billing cycle. Gateway Analysis
Cycle 2 Rate (Cycle 2 Orders - Voids) ÷ (Rebill Orders - Voids) Cycle 2 Rate is the retention rate of subscriptions from Rebill to Cycle 2 (billing depth 2). Subscriptions
Cycle 3+ Approval % Cycle 3+ Total Orders ÷ Cycle 3+ Total Transactions All cycle 3+ orders / all cycle 3+ transactions Gateway Analysis
Cycle 3+ Rate Cycle 3+ Total Orders / Cycle 3+ Total Transactions Cycle 3+ Rate is the retention rate of subscriptions from Cycle 2 to Cycle 3+ (billing depth 3+). Subscriptions
Days to MCB Reset Number of Days of the Month - Current Day of the Month The number of days left until the month ends and the chargeback count threshold resets. Chargebacks
Decline Salvage Success Rate Successful Salvage ÷ Original Declined Orders Success rate of decline salvage from the unique declined order. Decline Manager
Declined Sum(Declined Transactions)  Total declined transactions. Subscriptions, Customer Churn
Declined % Decline Transactions ÷ Gross Transactions Percentage of declined orders out of the total unique attempted. Customer Churn
Declined Transactions (Salvaged)  Total Salvage attempts Total number of attempts through Decline Manager. Decline Manager
eCPA Total CPA Expense ÷ Total Initial Orders Use the eCPA measure to understand if the CPA (Cost per Acquisition) in a particular channel can be increased. For example, if the current eCPA is $35.70 and the current CPA in the affiliate marketing channel is $41, the decision may be made to increase the CPA to $44. That's if the following exists: (a) existing profit margin is sufficient, (b) increased orders will result and, (c) orders through the lower CPA channels will not be negatively impacted.  Customer Churn
Ending Unique Customers (EUC) SUC + GUC - LUC Ending Unique Customers (EUC), is the number of customers at the end of a month. Customer Churn
Measure Formula Definition Location
ePR (Processing Expense Total ÷ Orders) ePR is an acronym for "Effective Processing Rate." The average cost of processing orders. For example, if the total cost of processing 100 orders is $10, the ePR is $0.10. The ePR is a good measure to compare the cost of one gateway/merchant account to another. Gateway Analysis
Fraud % (Transactions marked as Fraud ÷ Orders) The percentage of orders marked as fraud. Order Analysis, BIN Analysis, Affiliate Analysis
Fulfillment Expenses Sum(Cycle Fulfillment Expense) Expenses associated with pick and pack activities. It's best practice to separate packaging, postage, and fulfillment so each expense is isolated and can be trended over time to determine if one of these three expenses is out of line. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Gained Unique Customers (GUC) SUM(GUC) Gained Unique Customers (GUC), is the number of newly acquired customers during the month.  Customer Churn
Gross Profit Gross Revenue - COGS Gross Profit is the revenue generated minus the cost of the product sold before the deduction of any other expense assumptions.  It is important to note that Gross Profit is derived from Gross Revenue so it does not deduct Refunds from the starting revenue point. Profit & Loss
Gross Revenue Sum(Order Total Revenue) Gross Revenue is the total revenue generated by sales - no refunds, discounts, or expenses are deducted from Gross revenue. Gross Revenue is sometimes referred to as Gross Sales. Order Analysis, Subscriptions, Chargebacks, Profit & Loss, Customer Churn
Holds Sum(Holds) An order that is canceled through a system process is called a "hold" (e.g., through decline salvage). Overview
In-Trial Cancel % (In-trial Cancels ÷ Initial Orders) Orders that cancel within the trial period. 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 sole and definitive indicator of quality but again, it's a great early indicator.  Order Analysis, Subscriptions, Affiliate Analysis
In-Trial Cancelations Sum(In-Trial Cancelations) In-trial Cancelations are cancellations that happen during the trial period. Subscriptions, Affiliate Analysis
Inactive Subscriptions SUM(Inactive Subscriptions) The subscription was previously active and is now on hold. The subscriptions will not bill again until the subscription is manually reactivated. Subscriptions
Initial Approval % (Initial Approvals ÷ Initial Gross Transactions) The approval rate on Initial Orders. This is a measure that is helpful to judge the success of actually billing the Initial attempts. Gateway Analysis
Lost Unique Customers (LUC) SUC - EUC + GUC Lost Unique Customers (LUC), are customers that no longer have an ongoing relationship - they would no longer have a future Rebill or Recurring transaction either because they have canceled the relationship or because their prior transaction was declined. Customer Churn
MCB # Count(MCBs) The total number of Chargebacks within the date range. This is based on Chargeback date, not the date of the date of the transaction. Subscriptions, BIN Analysis, Chargebacks
MCB # (from Salvaged) Count(MCBs that were saved through salvaged) The number of orders saved through salvage that resulted in a Chargeback. Decline Manager
MCB % (Chargebacks ÷ Orders) The percentage of merchant chargebacks. Order Analysis, Subscriptions, BIN Analysis, Chargebacks, Affiliate Analysis
MCB Lost Rev Sum(Gross Revenue of Transactions Charged back) 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. Gateway Analysis, BIN Analysis, Chargebacks, Customer Churn
MCB Rev % MCB Lost Rev / Gross Revenue The amount of revenue lost due to chargebacks divided by the Gross Revenue made in the period of time. Chargebacks
MER (Gross Revenue ÷ CPA) Media Efficiency Ratio (MER), is calculated by taking gross revenue and dividing it by total media spend. The more revenue a campaign generates against the media spend, the higher the MER. The higher the MER, the better gross return on the media spent. Note: Currently, Lime Light Analytics leverages the Cost per Acquisition (CPA) data point entered into the platform and attributed to campaigns. If additional media spend types such as CPC, CPM, etc, are leveraged and there is a need to incorporate them into the MER calculation, include these added costs into the CPA expense assumption input into the Expense Profile for the respective campaigns. Customer Churn
Merchant Processing Total     Decline Manager
MID Processing Fee Gateway Processing Fee X Salvage Attempts The total processing fee charged by the gateway for all salvage attempts. This number comes from the expense assumptions set up in the respective gateway. Decline Manager
Net Benefit Salvaged Revenue - MID Processing Fee The total Net revenue gained from orders saved through salvage. Decline Manager
Net Change EUC - SUC The difference between Starting Unique Customers (SUC) and Ending Unique Customers (EUC). Customer Churn
Net Churn Rate Net Change ÷ SUC The difference between the Starting Unique Customers (SUC) and Ending Unique Customers (EUC) divided by the Starting Unique Customers (SUC). Customer Churn
Net Profit Gross Revenue - (Total Expenses + Taxes) Net Profit is the Net Revenue (Gross Revenue minus Refunds and Chargebacks) minus all expense items including Taxes. This is the bottom line amount of money made. Order Analysis, Decline Manager, Profit & Loss
Net Revenue (Gross Revenue - Refunds - Chargebacks) Net Revenue takes into consideration simple deductions to Gross Revenue - specifically, any refunds or Chargebacks. Note: Net Revenue does not deduct any other Expenses Types (e.g. Affiliate Costs, Operating costs, etc.) or Taxes. Profit & Loss
Operating Expenses Sum(Operating Expense) General business expenses. Put all of the expenses here that need to be accounted for in any P&L such as rent, utilities, salaries, etc. Using the Operating expense assumption helps to get the P&L closer to reality. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Orders Sum(Approved Transactions) The total number of approved orders within the date range. Order Analysis, Subscriptions, Chargebacks, Customer Churn
Orders Approved Count(Orders) See "Orders." Decline Manager
Orders Attempted Count(Unique Orders Attempted to Salvage) Unique Orders that attempted to salvage. Decline Manager
Original Declined Orders Count(Unique Orders Attempted to Salvage) Unique Orders that attempted to salvage. Decline Manager
Measure Formula Definition Location
Packaging Expenses Sum(Cycle Packaging Expense)  Expenses associated with the packaging material (boxes, bubble wrap, tape, etc) used to ship orders to customers. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Pending SUM(Pending Orders) An incomplete order that is in a state where funds have not yet transferred. Pending orders are not sent to fulfillment. Subscriptions, Order Analysis
Postage Expenses Sum(Cycle Postage Expense)  Expenses associated to postage fee for shipping orders to customers. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Profit per Customer Net Profit ÷ Unique Initial Customers The average amount of profit generated from an individual customer. Profit & Loss
Prospects Sum(Prospects) A potential customer that has some amount of customer information in a record within the database that has shown a level of interest in a campaign but has not placed an order. Order Analysis
Rebill Approval % (Rebill Approvals ÷ Rebill Gross Transactions) The approval rate on Rebill Orders. This is a measure that is helpful to judge the success of actually billing the Rebill attempts. Gateway Analysis
Rebill Rate (Rebill Orders ÷ Initial Orders) One of the most important measures to monitor, the Rebill Rate is the percentage of Initial Orders that convert to a Rebill (Cycle 1) order. Order Analysis, Affiliate Analysis
Refund # Count(Refunds)  Refund count. Subscriptions, Gateway Analysis, BIN Analysis, Chargebacks, Customer Churn
Refunded Sum(Refunds) Total amount refunded. BIN Analysis, Chargebacks, Customer Churn
Refund % Refunds ÷ Orders The percentage of refunded orders. Subscriptions, Affiliate Analysis
Refunded Rev % (Amount Refunded ÷ Total Revenue) Percentage of Gross Revenue lost due to refunds. Gateway Analysis, BIN Analysis, Chargebacks, Affiliate Analysis
Refunded w/o MCB Sum(Refunds + Refunds from MCBs) Amount of refunds that are not related to chargebacks. Gateway Analysis, BIN Analysis, Chargebacks, Customer Churn
Reserves Approved Revenue × Reserve % Gateway estimated reserves based on the value set in the Lime Light platform configuration. Reserves is a set amount of the Advertiser’s money that is put aside by the acquiring bank as a security deposit. This safeguards the financial institution from unplanned liability. Note: Refer to Edit Gateway in the Configuration section to determine how you set the Reserve percentage  
Return # SUM(Returns) The number of returns. Subscriptions
Return % Returns ÷ Orders The percentage of returns. Subscriptions
Revenue Refer to "Gross Revenue." Refer to "Gross Revenue." Order Analysis
Revenue (Salvaged) Sum(Revenue from Orders Saved through Salvage) Total revenue from orders saved through salvage. Decline Manager
Salvaged Discount Sum(Revenue Lost from Discount on saved salvage) Total revenue lost from the discounts given on saved salvage orders. Decline Manager
Starting Unique Customers  Sum(SUC) Starting Unique Customers (SUC), is the number of distinct customers at the beginning of the month. Analytics identifies a distinct, unique customer by their email address. Customer Churn
Successful Charges SUM(Successful Charges) The successful processing of a customer for the price asked for goods or services. BIN Analysis
System Expenses Sum(System Expense) Expenses associated with all systems used to manage the online business. This includes the expense for Lime Light, hosting, and any other technology-related expense that needs to be accounted for in the P&L. Note: To modify this data element, refer to the Overview of Expenses page. Profit & Loss
Total Expenses Sum(Expenses) The sum of all expenses. To add/modify expenses, refer to the Overview of Expenses page. Profit & Loss
Total Forecast   The total forecasted revenue for the subscriptions. Subscriptions
Transactions Sum(Transactions) The total number of transactions. Order Analysis, Customer Churn
Unique Customers Sum(Unique Customers) The total number of unique new customers. Lime Light identifies unique customers through email address. Customer Churn
Void n/a A void is an order that gets canceled before the order is processed. There is a 24-hour window to void an order. After 24 hours, the LimeLight platform does not allow voids. At that point, the order would need to be refunded. For this reason, voids are included in the Refund counts. n/a

You may find the following Help Center articles relevant to Analytics helpful.

  1. Analytics Overview
  2. Glossary of Terms
  3. How to use Filters
  4. Analytics Vs. Reports - Data Calculation Methodology
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