Metrics reference: every number defined
A precise glossary of every metric, column, and field on the Analytics page — with exact definitions, formulas, and units.
This page is the authoritative dictionary for the Analytics page. For each card and column you see, it gives the exact definition, the formula behind it, the unit, and the rounding rules — so you can map any number on screen to precisely what it counts. If you want a guided tour of the page itself (filters, the chart, the orders list), start with the Analytics overview; this reference is the companion that defines the numbers in detail.
Every figure on Analytics is built from the same raw source: your tracked orders. A tracked order is any order that contains at least one campaign offer item — a product a shopper purchased through one of your offers.
Orders where no offer was taken are never counted. They do not appear in the totals, the chart, or the orders list. So every number on Analytics is revenue your campaigns directly touched — it is not your whole-store revenue.
Definition table
Each row below names a metric exactly as it appears on the page, where you find it, what it means, how it is calculated, and the gotchas to remember.
| Metric | Where shown | Exact definition | Formula | Notes |
|---|---|---|---|---|
| Total sales | Metric card | Money earned from campaign offer items only, in the selected currency and date range. Excludes the rest of the order and any non-offer products. | Sum of each tracked order's offer-item revenue across every record in range | At-placement items are recorded after discounts (what the shopper actually paid). Post-purchase items are recorded at their listed price. |
| Total sold offers | Metric card | The number of offer units sold through your campaigns in range. This is a count of items, not a count of orders. | Sum of the quantities on every campaign line across all records in range | A single order that takes 3 units of one offer adds 3, not 1. Buying the same offer twice in one cart still counts each unit. |
| Profit conversion | Metric card | Offer revenue expressed as a share of the total value of all tracked orders, shown as a percentage. | Total sales ÷ combined subtotal of tracked orders × 100, rounded to 1 decimal | Shows 0% when the tracked-order subtotal is 0. This is a ratio, not a profit margin — see the callout below. |
| Orders count | Internal total (drives the chart and the orders list) | The number of tracked orders in the selected range and filter — orders that contain one or more offer items. | Count of orders that include at least one offer item | Non-attributed orders are excluded, so this is always at most your real Shopify order count, never more. |
| Order Total | Orders list column | The Shopify subtotal of the whole order — every line the shopper bought, offer or not. | Taken directly from Shopify's order subtotal | This is the only number on the page that reflects the full cart, not just offers. |
| Campaign Amount | Orders list column | The portion of that one order that came from your offers — offered items only. | Sum of every campaign's offer-item total on that order | Always less than or equal to Order Total. The gap is whatever the shopper added on their own. |
| Campaign Items | Orders list column | How many campaign product lines that order included, written as N item or N items. | Count of campaign line items on the order | Uses the singular item only when the count is exactly 1; otherwise items. |
offerItemsSubtotal vs Campaign Amount vs Order Total: a worked example
These three numbers are easy to confuse because they all describe "money on an order." A concrete cart shows how each one reports a different slice.
Imagine one order with three lines:
| Cart line | Source | Quantity | Line total |
|---|---|---|---|
| Running shoes | Shopper added it themselves | 1 | $80.00 |
| Sport socks | Offer taken (cross-sell campaign) | 2 | $24.00 |
| Shoe-care kit | Offer taken (upsell campaign) | 1 | $15.00 |
Here is what each number reports for this single order:
| Number | Value | Why |
|---|---|---|
| Order Total | $119.00 | The whole order subtotal: $80 + $24 + $15. Includes the shoes the shopper chose on their own. |
| Campaign Amount | $39.00 | Offer lines only: $24 + $15. The $80 shoes are excluded because they were not an offer. |
| Campaign Items | 3 items | The two offer lines contribute their quantities: 2 socks + 1 kit. |
Now roll this single order up into the headline cards (assuming it is the only tracked order in range):
| Card | Value | Why |
|---|---|---|
| Total sales | $39.00 | The offer revenue from this order — the same $39 shown as its Campaign Amount, summed across all tracked orders. |
| Total sold offers | 3 | Offer units: 2 + 1. Not 2 (the number of offer lines) and not 1 (the order). |
| Profit conversion | 32.8% | $39.00 ÷ $119.00 × 100 = 32.77..., rounded to one decimal. |
The takeaway: Total sales is the sum of every order's Campaign Amount, and the tracked-order subtotal that drives Profit conversion is the sum of every order's Order Total. The orders list lets you audit the headline cards order by order.
Profit conversion is a ratio, not a margin
Despite the name, Profit conversion is not profit and not a margin. It does not know your product costs, shipping costs, or fees. It is purely offer revenue as a share of the total value of the orders your offers appeared on — Total sales ÷ tracked-order subtotal.
Because the denominator is the full value of every tracked order, a high-value upsell that rides along on large carts can show a low percentage even when it is making you real money. For example, a $15 warranty added to $300 orders contributes only ~5% to Profit conversion, yet it is pure incremental revenue you would not have had otherwise.
The reverse is also true: an offer that appears mostly on small carts can show a high percentage without driving much absolute revenue. Read Profit conversion alongside Total sales (absolute offer revenue) and Total sold offers (volume) — never on its own — to judge whether a campaign is worth keeping.
Rounding, units, and display
The page formats numbers consistently across every card, column, and chart point.
| Display rule | Where it applies | Behavior |
|---|---|---|
| Currency formatting | Total sales, Order Total, Campaign Amount | Amounts are shown in the order's own currency and your shop locale (symbol, decimal separator, and grouping follow the locale). Amounts are never converted between currencies. |
| One-decimal percentage | Profit conversion | Rounded to one decimal place. 32.77% displays as 32.8%; a 0 denominator displays as 0%. |
| Whole-number counts | Total sold offers, Campaign Items | Always whole numbers — these are unit counts, so no decimals appear. |
| Compact chart axis | Sales chart Y-axis | Large amounts are abbreviated with compact notation (for example, thousands are shortened) so the axis stays readable. Hovering a point still shows the exact, fully formatted amount. |
Each currency is tracked and totalled separately. If your store records orders in more than one currency, switch currencies with the Currency filter; the app never adds two currencies together or converts one into another. See Currencies in Analytics for the full behavior.
What is NOT in these numbers
Analytics is deliberately scoped to offer revenue on tracked orders. The following are all excluded from every figure on the page:
- Shipping charges — never part of Total sales, Campaign Amount, or Order Total.
- Taxes — excluded; the figures are subtotals, not grand totals.
- Tips — not counted.
- Refunds and returns — figures are not reduced when an order is later refunded or returned. The numbers reflect the order as originally placed.
- Cancelled orders — excluded from the underlying order data.
- Manual draft orders — orders you create by hand in the Shopify admin are not tracked here.
- Non-offer products the shopper added themselves — these appear in Order Total only. They are never part of Campaign Amount, Total sales, or Total sold offers.
This is the usual reason Analytics totals do not match your full Shopify sales report. Analytics counts offer revenue on offer-bearing orders, after discounts at placement and at listed price post-purchase, with no shipping, tax, tips, or refund adjustments. For a step-by-step comparison against your Shopify reports, see Reconciling with Shopify.
Troubleshooting
For the curious: the underlying field names
Support and developers can match what you see on screen to the raw fields the app stores and returns. Open this if you need to line up the UI with API or debug output.
Related pages
Analytics overview
A tour of the Analytics page: cards, chart, filters, and the orders list.
How revenue is attributed
How the app tags offer items and records their value — including post-purchase orders.
Currencies in Analytics
Why each currency is tracked separately and never converted.
Reconciling with Shopify
Why your Analytics totals differ from Shopify's sales reports, line by line.
Analytics overview
See how much revenue your campaigns generate — sales, sold offers, conversion rate, and the orders your offers helped create.
How revenue is attributed to campaigns
Exactly how the app decides which order lines count as campaign revenue, what it records, and why the numbers are conservative by design.