Store & Business view — MER, CPO and the site funnel
The Store & Business view in Wevion Analytics V2 blends Shopify revenue with ad spend for MER, CPO, AOV, refunds, a site funnel, CAC and a chart builder.
Written By Salvatore Sinigaglia
Last updated About 1 hour ago
The Store & Business view in Wevion Analytics V2 blends Shopify revenue with ad spend for MER, CPO, AOV, refunds, a site funnel, CAC and a chart builder.
Store & Business view — MER, CPO and the site funnel
The Store & Business view is one of the two views in Analytics V2. It blends your Shopify store data with total ad spend to show attribution-independent metrics: MER (Marketing Efficiency Ratio = store revenue ÷ ad spend), CPO (real cost per order), AOV, refunds, orders and revenue trends, top products, a site funnel (sessions → orders), CAC (cost to acquire a new customer), sales by traffic source, and a custom chart builder. A store selector lets you view all stores (aggregate) or one store.
Who is this for
E-commerce operators and mediabuyers who need the real picture of profitability, not just platform-attributed ROAS. Use it to judge whether your ad spend is actually growing the store.
Store selector
At the top of the view, the store selector defaults to All stores (a team-wide aggregate). Pick a single store to scope every KPI and chart to it. The selector only appears when at least one store is connected.
KPI grid
Default cards include MER, Fatturato (revenue), Spesa ADV (spend), Ordini (orders), CPO and AOV. The picker adds CVR sito, Sessioni, TACoS, Profitto, Resi (refunds) and % Resi su Fatturato.
Two KPIs — Sessioni and CVR sito — are storefront metrics: they appear and light up automatically only once your store has reconnected with the reports scope and site-session data has been collected. Until then they stay hidden rather than showing empty cards. See an-133.
Charts and tables
The view renders, in order:
- Spesa ADV e MER nel tempo — ad spend and MER over time.
- Ordini + AOV nel tempo — orders and average order value over time.
- Performance per account (Store & Business) — a per-account table blending real MER with platform ROAS, spend and conversion value.
- Top prodotti — top products by revenue.
- Fatturato e Resi — revenue and refunds trend.
- Funnel sito — sessions → add-to-cart → checkout → orders. Always shown for discoverability; it renders an empty state until the store reconnects with the reports scope and site-session data lands.
- Andamento CAC — ad spend ÷ new customers (first purchase) over time; shown when the new-customers data source is available.
- Vendite per fonte di traffico — sales by traffic source.
- Chart builder — a custom one- or two-metric chart you configure yourself (an-134).
Why the funnel or CAC can be empty
The site funnel and the Sessioni / CVR sito KPIs depend on store session data, which is collected after the store reconnects with the reports scope. The funnel tile stays visible with an empty state so you know it exists; it fills in once data is collected. This is by design, so you never see broken or misleading cards before the data source is live.
Best practices
Judge campaigns by MER, not platform ROAS
Platform ROAS over-attributes. MER (store revenue ÷ ad spend) is the honest measure of whether spend is growing the store.
Watch refunds alongside revenue
A rising revenue line with a rising refund line can hide a product or quality issue. The % Resi su Fatturato KPI flags when refunds exceed a healthy share.
Build a custom view with the chart builder
Overlay any two of revenue, spend, orders, MER, TACoS or CPO to answer a specific question. See an-134.
FAQ
What is MER in the Wevion Store & Business view?
MER (Marketing Efficiency Ratio) is your store's total revenue divided by total ad spend across all selected accounts. Because it uses real Shopify revenue rather than platform-attributed conversions, it is independent of any single platform's attribution and is the most honest measure of whether your advertising is profitably growing the store.
Why is the site funnel empty?
The site funnel depends on store session data, which Wevion collects only after your store reconnects with the reports scope. The funnel tile stays visible with an empty state so you know the feature exists, and it fills in automatically once session data is collected. The same applies to the Sessioni and CVR sito KPIs.
How is CPO different from platform cost per purchase?
CPO in the Store & Business view is total ad spend divided by real Shopify orders, so it does not depend on platform attribution. The Advertising view's cost per purchase uses purchases attributed by the ad platform, which over-attributes and therefore usually looks cheaper. CPO gives you the true blended cost per order.
Can I view a single store instead of all stores?
Yes. The store selector at the top of the Store & Business view defaults to All stores (a team-wide aggregate). Choose a specific store to scope every KPI, chart and table to that store. The selector appears only when at least one store is connected to your workspace.
Related
- Analytics V2 overview — the two-view hub
- Advertising view — platform-attributed metrics
- KPI grid and picker — Store & Business KPI catalogue
- Chart builder — custom store charts
- Export CSV / Excel — download the daily table
FAQ
What is MER in the Wevion Store & Business view?
MER (Marketing Efficiency Ratio) is your store's total revenue divided by total ad spend across all selected accounts. Because it uses real Shopify revenue rather than platform-attributed conversions, it is independent of any single platform's attribution and is the most honest measure of whether your advertising is profitably growing the store.
Why is the site funnel empty?
The site funnel depends on store session data, which Wevion collects only after your store reconnects with the reports scope. The funnel tile stays visible with an empty state so you know the feature exists, and it fills in automatically once session data is collected. The same applies to the Sessioni and CVR sito KPIs.
How is CPO different from platform cost per purchase?
CPO in the Store & Business view is total ad spend divided by real Shopify orders, so it does not depend on platform attribution. The Advertising view's cost per purchase uses purchases attributed by the ad platform, which over-attributes and therefore usually looks cheaper. CPO gives you the true blended cost per order.
Can I view a single store instead of all stores?
Yes. The store selector at the top of the Store & Business view defaults to All stores (a team-wide aggregate). Choose a specific store to scope every KPI, chart and table to that store. The selector appears only when at least one store is connected to your workspace.
Last updated: 2026-07-02