The Product Overview brings all relevant product performance metrics into one place. It allows you to compare products across different dimensions, identify top- and underperformers, and understand how individual products influence repeat purchases, replenishment behavior, and customer lifetime value. Instead of looking at isolated metrics, the report helps you evaluate product performance in the context of revenue, profitability, and retention.
At the top of the report, you can switch between different aggregation levels to adapt the analysis to your question.
At the variant level, each individual product variant is evaluated on its own, such as different sizes or colors. The product level groups all variants under a single product. The category level aggregates products based on their assigned category, while the brand level groups products by brand.
This flexibility allows you to move seamlessly from a highly detailed view to a more strategic, high-level perspective.
The brand level is only available if you sell products from multiple brands and have them specified in your eCommerce platform, such as by setting up different "Vendors" in Shopify.
Clicking on any product, variant, category, or brand name opens the Product Detail Page. This view allows you to analyze the selected item in isolation and review its full set of performance metrics.
Definitions
Below you'll find an explanation of all metrics available in the Product Overview and how they are calculated:
| Product Title | The name used to list the product. |
| Associated Products | Number of products included in the selected category or brand. |
| Gross Items Sold | Total number of items sold, including returned items. |
| Gross Revenue | Total revenue generated by the product before returns. |
| Net Revenue | Total revenue generated by the product after product returns. |
| Customers | Number of unique customers who purchased the product. |
| New Customers | Number of customers who purchased the product in their first-ever order. |
| LTV | Average customer lifetime value of customers who purchased this product in their first order, reflecting profit per customer based on Net Revenue minus COGS. |
| LTV 1 Year | Average lifetime value realized within the first 12 months after a customer’s first purchase including the product, calculated as Net Revenue minus COGS. |
| Orders | Number of orders that contained the product. |
| Follow-Up Orders | Number of orders containing the product that led to at least one additional purchase. |
| Follow-Up Rate | Percentage of orders containing the product that resulted in another purchase. |
| Replenishment Orders | Number of orders that led to another purchase of the same product. |
| Replenishment Rate | Percentage of orders that resulted in a repeat purchase of the same product. |
| Replenishment Time | Median number of days between purchases of the same product. |
| Sales Velocity | Average daily sales over the last 7 days, indicating how quickly the product is selling. |
| Latest Price | Price at which the product was last sold. |
| Average Price | Average selling price of the product, calculated as Gross Revenue divided by the number of items sold. |
| Latest COGS | Cost of goods sold for the most recently sold unit. |
| Average COGS | Average cost of goods sold across all units sold. |
| Gross Margin | Gross margin of the product, calculated as (Net Revenue − COGS) / Net Revenue × 100. |
| AOV | Average order value of orders containing the product, calculated as Gross Revenue divided by the number of orders. |
| Product Return Rate | Percentage of sold products that were returned. |
| Frequency | Percentage share of this product across all purchases. |
| First Order Date | Date the product was purchased for the first time. |
| Last Order Date | Date the product was purchased most recently. |
| Brand | The brand associated with the product. |
| Category | The category associated with the product. |
| Collections | Collections the product is currently assigned to. EXCLUSIVELY AVAILABLE FOR SHOPIFY |
| Product Tags | Custom identifiers assigned to the product. |
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