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eCommerce Analytics Glossary

Plain-English definitions, formulas, and business context for 23 eCommerce and analytics metrics. Each topic links directly to a working SQL query you can run on your own data in Taptic Data.

Amazon

Amazon metrics and definitions

What is Amazon return rate?
Definition, formula, and why a high return rate is a product or listing signal
How to calculate Amazon net margin after FBA fees
The formula, which fees to include, and what healthy margin looks like
What are Amazon FBA fees?
Complete breakdown of referral, fulfilment, storage, and return processing fees
What is the Amazon buy box?
How buy box eligibility works and how to track your win rate per ASIN
What is an Amazon settlement report?
How to read your biweekly payout and reconcile it against your orders
What is ACoS on Amazon?
Formula, category benchmarks, and how to read ACoS alongside net margin
How to track Amazon revenue by month
What counts as revenue, seasonal trends, and year-over-year comparison
How to combine Amazon and Shopify revenue
Multi-channel revenue reporting — data differences, normalisation, and SQL

Shopify

Shopify metrics and definitions

How to calculate Shopify customer lifetime value
Formula, cohort segmentation, and what a healthy LTV looks like
What is Shopify refund rate?
How to calculate it by product and what a high refund rate signals
How to calculate Shopify repeat purchase rate
Formula, why it matters for LTV and CAC, and how to query it
How to track Shopify revenue by month
What counts as revenue, how refunds affect it, and period comparisons
How to find which products drive repeat buyers
First-purchase to repeat-buyer funnel — your best acquisition products
What is Shopify inventory management analytics?
Sell-through velocity, days of stock remaining, and reorder alerts

QuickBooks

QuickBooks metrics and definitions

How to calculate QuickBooks net income by month
What accounts are included, the formula, and how to query it from QBO data
What is accounts receivable aging?
AR aging buckets, why it matters for cash flow, and how to query overdue invoices

Analytics

Analytics metrics and definitions

How to calculate DAU/MAU ratio
Product stickiness formula, benchmarks by product type, and event table query
How to build a monthly revenue trend report
MoM and YoY comparison using SQL window functions — works on any orders table
How to find top customers by revenue
Customer ranking with order count, AOV, and revenue share using SQL
How to calculate revenue by region
Geographic segmentation with quarter-over-quarter comparison
What is eCommerce reporting?
Key metrics, reporting cadences, and how to automate delivery to your team
What are eCommerce alerts?
Threshold-based monitoring for Amazon and Shopify — what to alert on and how it works
What is text-to-SQL?
How AI converts plain English to SQL and why schema-awareness matters

Go deeper

Ready to run these calculations on your own data? Explore the analytics hubs.

Amazon Analytics hub →Shopify Analytics hub →QuickBooks Analytics hub →SQL Query Examples hub →

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