The Overview Page provides a comprehensive view of your store’s performance by consolidating key sales, profit, web analytics, and ad performance data. This section explains the different data categories and their metrics.
1. Blended store sales and ads
The Blended Store Sales and Ads section combines sales and ad performance from multiple platforms to provide a holistic view of your business. This section helps businesses assess overall performance by merging ad-driven sales with organic sales.
Both the primary and secondary stores must be connected for this section to appear on the overview page.
Key Metrics:
Orders – Number of orders of all sales channels that have finalized the checkout process.
Sales – Total sales of all sales channels (including shipping and tax) minus discounts.
Net Sales – Net sales of all sales channels (including shipping and tax) minus discounts and return amount.
AOV (Average Order Value) – Average order value of all sales channels. Calculated as AOV=Sales/Orders.
ROAS – Blended Return on Ad Spend, calculated as Blended sales ÷ Blended ad spend.
POAS – Blended Profit on Ad Spend, calculated as Blended profit ÷ Blended ad spend.
CAC – Customer Acquisition Cost, calculated as Store ad spend ÷ Store new customer orders.
Ad Spend – Total amount spent on advertisements across all platforms.
MER – Marketing Efficiency Ratio, calculated as (Blended ad spend ÷ Blended sales) x 100%.
Ad Attributed Orders & Sales – The portion of total orders and sales directly attributed to ad campaigns.
2. Primary store sales & profit
This section focuses on your primary store’s performance (either Shopify store or custom-built website), including key profitability indicators.
Key Metrics:
Orders – Number of order that have finalized the checkout process.
Sales – Total sales of Shopify orders (including shipping and tax) minus discounts.
Net Sales – Net sales of Shopify orders (including shipping and tax) minus discounts and refunds.
Total Cost – Cost of Goods + Handling fees + Shipping costs + Payment gateway fees + Ad spend.
Net Profit – Total sales - Refunds - Tax - Total costs (Cost of Goods + Handling fees + Shipping costs + Payment gateway fees + Ad spend).
Net Margin (%) – The percentage of revenue that remains as profit after subtracting all the costs associated with running the business.
Refunds – Total refunded transactions.
New Customer Orders – Number of orders from customers who purchase for the first time.
Returning Customer Orders – Number of orders from repeated customers.
Gross Sales – Total sales of Store orders (excluding shipping and tax) minus discounts.
Net Sales (excl. ship/tax) – Net sales of Shopify orders (excluding shipping and tax) minus discounts and refunds.
This section allows profitability analysis to ensure your store is generating sustainable revenue.
3. Secondary store sales & profit (Amazon & TikTok Shop)
If you connect your secondary store like Amazon Store, or TikTok Shop to WorkMagic, this section will show and provide platform-specific sales performance. This section helps analyze marketplace-specific sales trends and customer acquisition efficiency.
Key Metrics (Amazon & TikTok Shop):
Orders – Number of order that have finalized the checkout process.
Sales – Total sales of Amazon or TikTok Shop orders (including shipping and tax) minus discounts.
Net Sales – Net sales of Amazon or TikTok Shop orders (including shipping and tax) minus discounts and refunds.
Net Profit – Net sales - Total costs (COGS + Handling fees + Amazon expenses + Amazon Ad spend).
Total Cost – Cost of Goods + Amazon Expenses + Ad spend.
New-to-Brand Orders & Sales – The number of first-time orders & sales for products within the brand over a 1-year lookback window.
% of Orders New-to-Brand – The percentage of total orders that are new-to-brand orders.
% of Sales New-to-Brand – The percentage of total sales that are new-to-brand orders.
4. Web Analytics Data
The Web Analytics Section tracks on-site engagement and user behavior.
Key Metrics:
Page Views – Total number of pages viewed.
Product/Collection Page Views – Views specifically on product or collection pages.
Add to Cart – The number of times users added a product to their cart.
Checkout Started – Sessions where users began the checkout process.
Checkout Completed – Successful purchases.
Web analytics help evaluate the effectiveness of your website and checkout process.
5. Ads channel specific data (Meta ads, Google Ads, TikTok Ads, etc)
This section displays performance data for each advertising platform (e.g., Meta Ads, Google Ads, TikTok Ads) after the ad platforms are connected to WorkMagic.
Common Metrics Across Ad Platforms:
Ad Spend – Total amount spent on ads.
Impressions – Number of times your ads were shown.
Clicks – Number of times users clicked on your ads.
Orders (DTC & Halo) – Number of orders that have finalized the checkout process from both direct-to-customer sales channels like Shopify and non direct-to-customer sales channels like Amazon.
Sales (DTC & Halo) – The sums of sales (including shipping and tax minus discounts) from both direct-to-consumer sales channels like Shopify and non direct-to-consumer sales channels like Amazon.
ROAS – Return on Ad Spend, calculated as Sales ÷ Ad spend.
POAS – Profit on Ad Spend, calculated as Profit ÷ Ad spend.
CAC – Customer Acquisition Cost, calculated as Ad spend ÷ new customer orders.
Each ad channel has unique attributions, allowing businesses to measure ad effectiveness by platform.