Welcome to Incremental's Terminology Guide.
In this document, you’ll be able to read the Incremental definitions of specific data types, see where within Incremental dashboard modules the term is used, and link out to a specific partner channel to dive deeper into its source data.
| Metric / Term | Incremental Definition | Modules Where Used |
| Advertising Cost | Ad spend | Finance, Marketing |
| Amazon SC Buy Box % | Percent of page views for which your item was the featured offer. | Retail |
| Amazon SC CVR | Conversion rate for how many times a product is purchased relative to the number of page views it received. Calculated as total units sold divided by total page views. | Retail |
| Amazon SC Page Views | Total page views for your item, inclusive of any views for which your offer was not the featured offer. | Retail |
| Attributed Sales | Product revenue attributed to advertising | Marketing |
| Average Items/Units per Order | Total items/units ordered divided by total orders. This metric is available for non-vendor retail channels. | Retail |
| Average Orders per Customer | Total orders divided by total customers. This metric is available for non-vendor retail channels. | Retail |
| Average Order Value | Total sales divided by total orders. This metric is available for non-vendor retail channels. | Retail |
| Average Revenue per Customer | Total revenue divided by total customers. This metric is available for non-vendor retail channels. | Retail |
| Average Selling Price | Average retail sales price for a product. Calculated as total sales divided by total units sold for a given time period. | Retail |
| Clicks | Total ad clicks | Marketing |
| Cohort | Group of customers during the same time period | Retail |
| Consumer Coupon Sales | Dollar amount paid by consumers and attributed to coupons for a given sellable unit | Retail |
| Consumer Coupon Units | Number of units sold and attributed to coupons for a given sellable unit | Retail |
| Consumer Return Sales | Refunded dollars for customer returns | Finance |
| Consumer Sales | Dollar amount paid by consumers for a given sellable unit | Finance, Retail |
| Consumer Sales - New | Dollar amount paid by a brand's new consumers for a given sellable unit | Retail |
| Consumer Sales - Repeat Purchase | Dollar amount paid by a brand's repeat consumers for a given sellable unit | Retail |
| Consumer Subscription Sales | Dollar amount paid by consumers and attributed to subscriptions for a given sellable unit | Retail |
| Consumer Subscription Units | Number of units sold and attributed to subscriptions for a given sellable unit | Retail |
| Consumer Units | Number of units purchased by consumers for a given sellable unit (net units sold) | Finance, Operations, Retail |
| Consumer Units - New | Number of units purchased by a brand's new consumers for a given sellable unit | Retail |
| Consumer Units - Repeat Purchase | Number of units purchased by a brand's repeat consumers for a given sellable unit | Retail |
| Contribution Margin | Total revenue minus landed costs | Retail |
| Conversions | Number of conversion events attributed to advertising | Marketing |
| FC Fulfillable Units | Units available to be picked, packed, and shipped | Operations |
| FC Inbound Units | Units that are en route to the fulfillment center | Operations |
| FC Net Received Units | Net units received at the fulfillment center | Operations |
| FC Reserved Units | Units on reserve at the fulfillment center | Operations |
| FC Unsellable Units | Units that are unable to be sold | Operations |
| Fulfillment Cost | Fees charged by a fulfillment service or retailer to fulfill an order on a given sellable unit | Finance |
| Full Price Sales | Sales derived from customers not receiving a subscription deal or using a coupon/discount | Retail |
| Impressions | Total ad impressions | Marketing |
| Inbound FC Cost | Fees charged by a fulfillment service or retailer to transport a given sellable unit from its receiving location to a fulfillment center | Finance |
| Landed Cost | Costs incurred to produce a unit of a given sellable unit and transport it to its final fulfillment center | Finance |
| Lifetime Value (LTV) | Revenue of cohort divided by cohort size. This metric is available for non-vendor retail channels. | Retail |
| Merchandising Cost | Fees associated with offering a price promotion or subscription deal, inclusive of subsidized discounts | Finance |
| Miscellaneous Cost | Miscellaneous costs, inclusive of chargebacks, refunds, and outbound shipping fees | Finance |
| Net Margin | Total revenue minus all costs | Finance |
| Pacing to Goal | Determined by comparing your performance against the straight line of your goal value over the goal period | Goals |
| PO Revenue | Dollar value of revenue received by a brand from a retailer on inventory sold through a 1P selling relationship | Finance |
| Promotions Cost | Fees associated with running a promotional discount or coupon, inclusive of subsidized discounts | Finance |
| Returned Units | Number of units returned | Retail |
| Seller Revenue | Dollar value of revenue received by a brand selling to a consumer directly or via a marketplace, but not as part of a PO | Finance |
| Selling Cost | Selling fees charged by a marketplace or retailer | Finance |
| Subscriptions Cost | Fees associated with offering a subscription deal, inclusive of subsidized discounts | Finance |
| Retention Rate | Percent of customers that stayed customers over a period of time. This metric is available for non-vendor retail channels. | Retail |
| Total Revenue | Dollar amount paid to the brand for a given sellable unit. For 1P relationships, this would be revenue generated by sales to a retailer. On marketplaces or DTC channels, this would be consumer revenue. | Finance |
| Units Ordered | Total units ordered attributed to advertising | Marketing |
| Unique Customers | Customers who ordered during a specified time granularity that will be only counted as one customer despite multiple orders during that same time granularity (for example: A customer who orders multiple times in a week will only show as one customer that week if weekly granularity is selected in a visual) | Retail |
| Walmart Buy Box % | 100% if the associated brand's offer won the buy box for the given item. 0% if the offer did not win the buy box for the given item. | Retail |
| Warehousing Cost | Fees associated with storing a given sellable unit at a fulfillment center or warehouse | Finance |
To learn more about each term by channel, please see the channel guides.