Weekly Flash Report
KPI > Overview > Weekly Flash
Summary
The report is structured to offer a quick snapshot of critical metrics across five sections: Sales, Acquisition, Conversion, Retention, and Customer Database. By analyzing week-over-week (WoW) and year-over-year (YoY) variances, this report enables you to monitor short-term and long-term trends.
Questions the report answers
- How is the business performing across key metrics like sales, acquisition, and retention compared to last week and the same week last year?
How to read the report
The Weekly Flash Report is structured into five key sections, providing a holistic view of your business's performance.
Understanding the KPI Card
- Metric Title: Displayed at the top left corner which defines what the KPI is measuring. Examples include “Sales Amount”, “Number of Orders”, “Average Order Value (AOV)”, etc.
- Actual Value: The most prominent figure on the card is the Actual Value of the KPI for the selected period.
- Variance: Just below the Actual Value you'll see the two variance week-over-week (WoW) and year-over-year (YoY) variances which show the absolute value of variance and variance percent for the metric.
- Colour Coding
- Green: Indicates a positive change — increase the metric value.
- Red: Indicates a negative change — decrease in the metric value.
- Yellow: Indicates no change in the metric value
- Colour Coding and Icons of the Title :
- Green: If both WoW and YoY Variance % are positive. Both the variances are green.
- Red: If both WoW and YoY Variance % are negative. Both the variances are red.
- Yellow: If the WoW and YoY Variance % differ, the variances will be represented with different colours.
- Last 5-Week Trend: Each card also includes a 5-week trend chart. This provides a visual representation of changes in the selected metric over the last five weeks, comparing performance between the selected year and the prior year.
- Tooltip: A tooltip appears when hovering over the KPI card, providing a detailed view of the data. It includes a table showing the YoY Variance and a 13-week trend chart that compares the selected period with the previous one for the selected metric.
Variance Analysis
- WoW Variance: Compares the selected week’s performance to the previous week.
- YoY Variance: Compares the selected week’s performance to the same week in the prior year.
- How to Use:
- Positive YoY Variance with negative WoW Variance may indicate seasonal shifts or temporary dips in performance.
- Negative variances for both WoW and YoY suggest potential issues requiring immediate attention.
Glossary
Abandoned Checkouts Rate
The proportion of abandoned checkouts compared to the total number of orders with the selected item. It is calculated by dividing the number of abandoned checkouts by the number of orders.
Active OTP Customers
The total number of unique customers who made a one-time purchase in the last 12 months to the selected week and never had a subscription.
Active Subscribers
The total number of unique customers who have an active or paused subscription (i.e non-cancelled subscriptions) as of the selected week.
Average Order Value (AOV)
The average amount a customer spends per order.
Conversion Rate (Google Analytics)
The percentage of sessions tracked by GA that result in a purchase.
Customer Acquisition Cost (CAC)
The cost of acquiring a new customer through advertising efforts.
Digital Spend Cost
The total amount spent on advertisements across all advertising platforms.
New Customers
The total count of customers who have made their first purchase.
New Customers - Subs %
The proportion of new customers who’s first order type is subscription (i.e. not OTP).
Number of Orders
The total count of orders placed by customers, calculated by summing the total number of orders.
OTP (One-Time Purchase)
Refers to orders with the order type categorized as one-time purchases.
Prior Year
The year immediately preceding the selected year.
Reactivation - OTP (L13W)
The proportion of customers with a one-time purchase who have not purchased in the last 13 weeks prior to the selected week but purchased in the selected week.
Reactivation - Subs (L13W)
The proportion of customers with a subscription purchase who have not purchased in the last 13 weeks prior to the selected week but purchased in the selected week.
Repurchase - OTP (L13W)
The proportion of customers with a one-time purchase in the last 13 weeks prior to the selected week and also placed an order (OTP or Subs) in the selected week.
Retention - Subs
The proportion of active subscriptions as of end prior week that are still active as of end of selected week (Active subscriptions refers to subscriptions that are not cancelled or paused).
Sales Amount
Total revenue generated from the sales. It is calculated by summing sales amount values.
Sales Amount - OTP
Total revenue generated from one-time purchase orders.
Sales Amount - Subs
Total revenue generated from subscription orders, including both first-time subscription orders and recurring subscription orders.
Selected Year
The specific year chosen by the user through a filter option in the Insight App.
Session Conversion Rate
The percentage of sessions tracked by Shopify that resulted in an order.
Sessions (Google Analytics)
The total count of user sessions recorded in Google Analytics.
Sessions (Shopify)
The total count of user sessions tracked in Shopify.
Subs
Refers to orders with the order type categorized as subscription first orders or subscription recurring orders.
Week WoW Variance %
The week-over-week percentage change in a metric is calculated by comparing the metric’s value in the selected week to its value in the prior week.
Week YoY Variance %
The year-over-year percentage change in a metric for the same week is calculated by comparing the metric’s value in the selected year to its value in the same week of the prior year.