Revenue & Drivers Report

Documentation Index

Fetch the complete documentation index at: https://help.maestra.io/llms.txt

Use this file to discover all available pages before exploring further.

The report is available on your project’s home page, or you can navigate to Reports → Revenue & Drivers. This report will help you to:

• Assess the state of your business and marketing;
• Track the reasons for changes in target metrics;
• Find growth opportunities.

By default, the report covers the last 12 months, with data grouped by month. All metrics are displayed for the “Orders” target and compared year-over-year. The data in the report for the last 4 months (including the current incomplete month) are updated every Sunday. When changing attribution settings and creating a new project goal or the brand industry is updated the data in the report are recalculated for the last 2 years. These updates occur on the nearest Sunday.

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Report Setup

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1.Select period

Select the reporting period. The data in the report are formed for a 1-month period. The data in the report will include the starting month of the selected period.

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2.Set up metrics

By default, the report displays a set of metrics automatically determined based on the available data on the project. For example, if there are no orders or email sends, but there is data on customers, subscriptions, and registrations, the report will show the following metrics: “Subscribers”, “Recipients”, and “New Customer Registrations”. To add additional metrics, click “Add metric”, select the required metric from the list, and confirm your choice. In the list, you can choose both overall business metrics and channel-specific metrics (for campaigns, website personalization, and In-app metrics). To modify a metric, click the “Settings” icon in the upper right corner of its section. You can select a goal for any metric of the node—specifying which order statuses or categories of statuses you want the metric to include. By default the “Orders” goal includes the following statuses: “Formed,” “Paid,” and “Delivered.” You can also track point metrics and split campaigns into channels (SMS, email, web push, and mobile push) and types (manual and automated). For website personalization, you can categorize them by form type (pop-up, embedded form, or recommendation widget). Most metrics support filtering by customer lifecycle — from new users to churned ones. By default, the filter includes all segments.

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3. Set up the graph

The graph displays metric dynamics in two modes:

• Comparing one metric annually. To view data in this mode, simply click on the desired metric on the dashboard. ​
• Comparing two metrics. To add a new metric for comparison or to remove an existing one, click the “Diagram” icon in the respective metric’s node. ​

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4. Metric values by customer segments

The report distributes customers across lifecycle segments and calculates their impact on the selected metric. By default, the section displays the “Total Customers” metric. To change the metric or adjust its settings, click on the metric field. By clicking the “Segment Report” button, you can access the customer lifecycle segments report. The report displays data for all metrics broken down by lifecycle segments, compared to the previous year. Since customers from the segment “New customers without Order” do not have any orders, there will be no data for this segment in order-related metrics.

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Campaign Performance

The Campaign performance report collects data on flows and campaigns across three metrics: Revenue from Conversions, Recipients, and Revenue per Recipient. These metrics help evaluate campaign effectiveness by goal and customer lifecycle segment.

• Campaign revenue — the total revenue from orders attributed to the campaign within the selected goal, sent during the chosen period. Orders may be placed outside of the selected period.
• Recipients — the average monthly number of customers who received at least one campaign during the selected period. This metric is calculated only for months when the campaigns were sent and considers recipients who were in the selected segment at the time of sending.
• Average Revenue per Recipient — the ratio of revenue from orders attributed to the campaign within the goal to the number of campaign recipients. This metric is calculated only for months with campaign sends.Specify the goal and customer segment for which the data should be displayed. Then select the campaign type by switching between the Flows or Bulk tabs For more detailed data, click on any campaign to access the campaign report or the flows report.

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Metrics

In the report, metrics are categorized into groups: “Business metrics”, “Campaign metrics”, “Website Personalization metrics”, and “In-App metrics”. You can view the list and the description in the corresponding tab of the table below or in the report interface.

Business Metrics

Metric	Description
Total Revenue	Total revenue from orders within the goal
Orders	Total order number within the goal
Average order value	Revenue to orders ratio within the goal per period
First Purchase Rate	The ratio of registered customers who made their first order within the goal for the period to the total number of registered customers for the same period
Repeat Purchase Rate	The ratio of people who made a repeated order within the goal per period to people who made at least one order (excluding the system segment “Subscriber activity in the email channel—Churn in Email”)
Purchase Frequency	Average number of orders per customer per month
Total Customers	Registered Customers (as of last report update)
New customer registrations	The number of new customer registrations per period

Campaign Metrics

Metric	Description
Campaign revenue	Total revenue from orders attributed to campaigns within the goal
Revenue Share From Campaigns	Ratio of attributed revenue from campaigns to total revenue within the goal
Orders from Campaigns	Number of orders attributed to campaigns within the goal
Average order value from Campaigns	Ratio of revenue from orders attributed to campaigns within the goal to the number of these orders
Campaigns First Purchase Rate	Ratio of the number of registered customers who made their first order within the goal during the period attributed to campaigns to the total number of registered customers during that period Ratio of registered customers who placed their first order (attributed to campaigns within the selected goal and period) to the total number of registered customers during the same period.
Campaigns Repeat Purchase Rate	Ratio of the number of people who made a repeat order within the goal during the period attributed to campaigns to the number of people who made at least one order (excluding the system segment “Subscriber activity in the Email channel - Churn in Email”) The ratio of customers who placed a repeat order (attributed to campaigns within the selected goal and period) to the total number of customers who placed at least one order — excluding those in the system segment “Email Channel Engagement — Churned.”
Campaigns Conversion Rate	Ratio of the number of orders within the goal attributed to campaigns during the period to deliveries Ratio of orders from campaigns to total deliveries during the period. Deleted customers are excluded. ​
Average Revenue per Recipient	Ratio of revenue from orders attributed within the goal to campaigns to to deliveries Revenue per recipient from goal-attributed orders
Subscribers	Number of customers with a valid contact who are subscribed to at least one topic and one channel as of the latest report update
Recipients	Number of customers with at least one delivery of a campaign during the period (except for campaigns excluded from attribution)
Average Delivered campaigns per recipient	Average number of campaigns per person per month (except for campaigns excluded from attribution)

Website Personalization metrics

Metric	Description
Website Personalization Revenue	Total revenue from orders attributed to personalization within the goal
Revenue Share from Website Personalization	Ratio of attributed revenue from personalization to total revenue within the goal
Orders from Website personalization	Number of orders attributed to personalization within the goal
Average order value from Website personalization	Ratio of revenue from orders attributed to personalization within the goal to the number of these orders

In-App metrics

Metric	Description
In-App Revenue	Total revenue from orders attributed to In-App purchases within the goal
Revenue Share from In-App	Ratio of attributed revenue from In-App purchases to total revenue within the goal
Orders from In-App	Number of orders attributed to In-App purchases within the goal
Average order value from In-App	Ratio of revenue from orders attributed to In-App purchases within the goal to the number of these orders

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How Data Deletion Affects Reports

• Automatic customer deletion. Affects only the number of customers and subscribers reported. However, the orders from deleted customers will still be included in other metrics. As a result, the data on orders and the average order value may differ from the data based on applied filters .
• Automatic deletion of customer actions does not impact the report—action data are saved and counted in the metrics.
• Manual deletion of customer or actions. Deleting customers or actions from the last four months will be reflected in the report metrics. Conversely, deleting actions older than four months will not affect the report data.When adjustments are made to Goal and attribution settings, the report for the past 2 years will be automatically recalculated on the next Sunday. As a result, all data related to deleted orders and customers during the recalculation period will be included.

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FAQ

1. Why Does the “Business Metrics” Report Differ from the Same Metric in Other Maestra Reports (Campaign, Flow, or Personalization Reports)? ​

• Reason 1: The data in the reports are grouped differently. In the “Business metrics” report, the data are grouped by month, while in other Maestra reports, they are grouped by specific dates.As a result, the data for the current month in the “Business Metrics” report will always be incomplete. ​
• Reason 2: Different frequency of report updates. The “Business metrics” report is updated once a week, while the campaigns report, for instance, is updated daily. ​
• Reason 3: The recalculation periods for the report data differ. In the “Business metrics” report, the data are recalculated weekly for the last 60 days, while in the campaign report, the data are recalculated for the last 90 days. This is why data import and deletion can be counted differently in the reports. ​

2. How does an order status change (for example, cancellation) affect its display in the report? In which cases the order will disappear from the report and in which cases will it remain? The orders with “Cancelled” and “Returned” statuses are removed from the report and not included in metric calculations. Additionally, the report includes only orders in the statuses indicated in the goal settings.