Ad Sales: Total ad-attributed sales

Ad Spend: Total advertising spend

Channel Expenses: Fees and commisions specific to Amazon or Shopify

COGS: Cost of Goods Sold (manually provided by the user)

Contribution Profit: Gross Profit minus Channel Expenses minus Ad Spend

Conversion Rate: Calculated by the number of units ordered divided by sessions.

Gross Profit: Net sales minus COGS

Gross Sales: Combined data from Amazon and Shopify Order Report data, grouped by the day the order is placed

Margin %:

Net Sales: Gross sales minus discounts & refunds

ROAS: Calculated by Ad Sales divided by Ad Spend

Sessions: Calculated by summing up all unique sessions across brand and product pages.

Click Share: Percentage of all clicks that were on your product

Clickthrough Rate (ASIN): Percentage of all impressions that resulted in a click on your product

Clickthrough Rate (Market): Percentage of all impressions that resulted in a click on any product

Clickthrough Rate Variance: Your product’s click through rate compared to the market (calculated as your product’s click through rate minus the market’s click through rate). A positive value means your product is performing better than the market, while a negative value means your product is performing below the market.

Conversion Rate (ASIN): Percentage of all clicks on your products that resulted in a purchase

Conversion Rate Variance: Your product’s conversion rate compared to the market (calculated as your product’s conversion rate minus the market’s conversion rate). A positive value means your product is performing better than the market, while a negative value means your product is performing below the market.

Conversion Rate (Market): Percentage of all clicks that resulted in a purchase of any product

CTR (vs. Market): Percentage of all impressions that resulted in a click on your product (Clickthrough Rate)

CVR (vs. Market): Percentage of clicks on your products that resulted in a purchase (Conversion Rate)

CVR Variance:

Impression Share: Percentage of all impressions that were on your product

Market: All products that show up (organically or paid) for a given search term

Marketing Funnel Share: Your product’s funnel performance compared to the market. This is displayed as impression share (percentage of all impressions that were on your product), click share (percentage of all clicks that were on your product), and purchase share (percentage of all purchases that were of your product).

Organic Search Volume: Number of all organic searches

PoP: Period over period change in percentage of total sales

PPC Spend: Total marketing dollars spent on Amazon Ads

Product Sales: Total Amazon sales for your products

Purchase (ASIN): Number of purchaes of your product that can be attributed to a search query, occuring within 24 hours of the search

Purchase Share: Percentage of all purchases that were of your product

Purchase (Market): Number of purchaes any product that can be attributed to a search query, occuring within 24 hours of the search

Reorder Now: These products are in danger of of stockout. Reoder within the next 7 days to reduce the risk of stockout.

Reorder Soon: These products have low inventory levels and should be monitored closely. Reorder within the next 1 - 2 weeks to reduce the risk of stockout.

Review Overstock: These products have excess or aged inventory. Consider promotions or other liquidation strategies to reduce overstock balance.

Class A: High-priority items that require closer monitoring of inventory to minimize risk of stockout.

Class B: Medium-priority items that require some monitoring of inventory to decrease risk of stockout.

Class C: Lower-priority items that require less monitoring of inventory levels and can tolerate higher risk of stockout.

Excluded Products: Products that you don't want to include in your forecast (e.g. discontinued, obsolete, or slow-moving).

Amazon in Transit: Inventory that is in transit between warehouses. Amazon may report cases instead of units.

Buffer stock: The amount of additional inventory you keep on hand to ensure that you can meet unexpected fluctuations in demand or supply chain disruptions until the next replenishment order arrives.

Excess & Aged FBA Units: More than 90 days of estimated supply (excess) or in FBA for over 90 days (aged)

Expected Lead Time Demand: The expected demand for your product while you are waiting for your next order to arrive. Calculated with your lead time and Stoke Forecast.

FBA Available: Inventory in FBA (Fulfillment by Amazon) that is available for sale

Inbound to FBA: Inventory that is in transit to FBA (distribution centers where Amazon is responsible for order fulfillment)

Lead Time: The amount of time it takes for your business to receive products from suppliers after placing an order. It includes the time required for the supplier to manufacture, package, and ship the product to the business.

Minimum Order Quanity (MOQ): Your manufacturer may require a minimum order quantity (MOQ) for your product in order to submit an order with them.