The Order Analysis is the most popular dashboard in the platform. Start here to quickly examine the important metrics in your business. After making this dashboard a part of your daily routine, you will naturally start navigating to other dashboards to answer questions that are prompted by this dashboard.
Use the Order Analysis dashboard to:
- Gain understanding of the business and identify other areas of your business that you may want to do further analysis or take action on.
- Identify billing trends (i.e., approval rate in the Approved Transactions chart).
- After reviewing this dashboard, you may identify measures that need to be analyzed deeper. To dig deeper into your data, leverage the filters to help narrow your focus (i.e., by campaign, by traffic source, by product, etc.), drill on any of the available drills on the dashboard (identified by links), or navigate to one of the other Analytics dashboards or Reports.
Data presented in this dashboard is based on "Transaction Date" except for Rebill Rate, CLTV and the Subscriptions by Cycle funnel, which are by Acquisition Date.
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.
- Acquisition Date is the date that the original order was placed and allows Analytics to present data in an appropriately connected way.
- See the Glossary of Terms for a more detailed explanation of Transaction or Acquisition Date.
- All orders marked "test" within the platform are automatically excluded from data presented in Analytics.
- Please reference the Lime Light Order Cycle Nomenclature diagram below to understand the way that Lime Light references the phases of each order type.
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Data Elements & Measures
The following data elements and measures are shown on the Order Analysis dashboard. For comprehensive definitions of data elements and measures, please reference the Glossary of Measures.
|Data Element / Measure||Definition|
|Orders||Total number of approved transactions|
|Gross Revenue||Total revenue generated by sales. Refunds, discounts, and expenses are not deducted from Gross Revenue|
|In-Trial Cancel %||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.|
|AOV||Average Order Value -- Revenue / Order #|
|Transactions||Total number of attempts to bill cards. Includes approved, declined, voided, and fully refunded orders|
|Unique Prospects||A prospect is a potential customer that has some amount of customer information in a record within the database that has shown a level of interest but has not placed an order.|
|Chargeback %||Percentage of orders that have been marked or flagged as chargeback|
|Fraud %||The percentage of orders marked as fraud. This includes orders that have manually been marked as fraud and orders caught by risk mitigation providers such as Kount.|
|Rebill Rate||Percentage of Initial Orders (cycle 0) that convert to a Rebill (Cycle 1) order.|
|Net Profit||Gross Revenue - (Total Expenses + Taxes + Refunds + COGS) 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.|
|CLTV||Customer Lifetime Value is 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. The formula is Gross Profit ÷ Unique Initial Customers, where Gross Profit = Gross Revenue - COGS.|
|Revenue||Income from the specified subscription cycle (e.g., Initial, Rebill, Cycle 2)|
|Revenue %||Percentage of Revenue|
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