KPI grid — what each metric means
Wevion Analytics KPI grid per view: Advertising (Ad spend, CPM, CTR, ROAS, purchases, CVR) and Store & Business (MER, revenue, orders, CPO, AOV, TACoS).
Written By Salvatore Sinigaglia
Last updated 19 days ago
Wevion Analytics KPI grid per view: Advertising (Ad spend, CPM, CTR, ROAS, purchases, CVR) and Store & Business (MER, revenue, orders, CPO, AOV, TACoS).
KPI grid — what each metric means
The KPI grid is the row of metric cards at the top of each Analytics view. It has two catalogues: one for the Advertising view (platform-attributed media metrics) and one for the Store & Business view (blended and commerce metrics). Each card shows the value for the selected accounts and period, and — when Compare is on — a delta versus the previous period. Definitions below are taken directly from Wevion's KPI catalogue.
Who is this for
Anyone reading the top cards and wondering exactly what a metric measures or how it's computed. Reference for both views.
Advertising view KPIs
Attributed by the ad platforms.
Picker-only extras: Impressions, Reach, Frequency (Impressions ÷ Reach; >3 can signal audience saturation), Link clicks, Leads and Cost per lead (CPL = spend ÷ leads).
Store & Business view KPIs
Blended (store ÷ ad spend) and pure-commerce metrics.
Picker-only extras: Site CVR (Shopify orders ÷ sessions × 100), Sessions (all channels; storefront-gated), TACoS (ad spend ÷ revenue × 100), Profit (revenue − estimated CoGS, excludes ad spend), Refunds (approved refunds) and Refund % of revenue (refunds ÷ revenue × 100; above 5% warrants analysis).
Platform ROAS vs blended MER
The single most important distinction in this grid:
- ROAS (Advertising view) is what the ad platforms claim they drove. It over-counts because of view-through and cross-device attribution.
- MER (Store & Business view) is total store revenue divided by total ad spend. It doesn't care how platforms attribute conversions.
When platform ROAS looks great but MER is flat, the platforms are claiming credit for sales they didn't cause. Trust MER for budget decisions. See an-111 ROAS explained.
Delta vs previous period
With Compare to previous period enabled in the date picker, each card shows the current value plus a delta. Colour follows the metric's "better" direction:
Trust the math over the colour when in doubt.
Storefront KPIs auto-appear
Sessions and Site CVR depend on a live storefront source. Wevion offers them in the picker and shows them in the grid only once the connected store has session data (from the ShopifyQL collector, after reconnecting with the read_reports scope). Until then they stay hidden — never empty cards.
Caveats
- Postback lag: purchase-based metrics (Purchases, Sales, ROAS, Cost per purchase, and MER/CPO on the commerce side) settle over 24-72h. Use
last_7dminimum for these. See Data freshness — how often analytics update. - Platform vs Shopify divergence: attributed metrics (Purchases, Sales, Adds to cart) will not equal Shopify orders/revenue — that's expected, not a bug.
FAQ
What metrics are in the Wevion Advertising KPI grid?
The Advertising view opens with Ad spend, CPM, CTR, ROAS, Adds to cart, Purchases, Sales, Cost per purchase, and CVR — all attributed by the ad platforms. The KPI picker adds Impressions, Reach, Frequency, Link clicks, Leads, and Cost per lead. CTR is based on outbound link clicks, and ROAS is platform-attributed sales divided by spend.
What is MER and why does Wevion lead with it?
MER (Marketing Efficiency Ratio) is total store revenue divided by total ad spend, and it leads the Store & Business view because it's attribution-independent. Unlike platform ROAS — which over-counts via view-through and cross-device attribution — MER simply measures how much store revenue each unit of ad spend is associated with. That makes it the most reliable number for cross-platform budget decisions.
Why don't attributed purchases match my Shopify orders?
They measure different things. "Purchases" and "Sales" in the Advertising view are conversions the ad platforms attribute to themselves, including view-through, so they typically exceed real Shopify orders and revenue. The Store & Business view's Orders and Revenue come from Shopify directly. Comparing platform ROAS to blended MER, or attributed purchases to Orders, exposes exactly how much platforms over-attribute.
Why is today's ROAS or CPO incomplete?
Purchase-based metrics depend on postback data that settles over 24-72 hours, so the most recent day or two will keep rising as conversions land. This affects Purchases, Sales, ROAS, and Cost per purchase in Advertising, and MER and CPO on the commerce side. Use a last_7d minimum window when these metrics drive a decision.