Post-purchase analytics metrics reference

This page is the complete metric and formula catalog behind the Aftersell post-purchase analytics dashboard. Throughout the dashboard you can hover the ⓘ info icon next to any metric to see how it’s calculated; the formulas here match those tooltips.

How summary numbers are calculated

The large summary numbers at the top of each graph are weighted averages of the data shown, which gives a more accurate overall view than a simple average. For example, across three days of conversion rates:

Day 1: 3 accepted / 10 shown = 30%
Day 2: 1 accepted / 9 shown = 11%
Day 3: 5 accepted / 15 shown = 33%

The summary number is (3 + 1 + 5) ÷ (10 + 9 + 15) = 26.5%, not a simple average like (30 + 11 + 33) ÷ 3 = 24.7%. Weighting ensures days with more impressions have the right impact on your totals.

Funnels tab metrics

Metric	What it measures	Formula
Revenue	The total revenue generated by Aftersell from Post-purchase and Thank You page offers, in the shop currency. Gross before costs, but after any discount the customer received. Revenue from other products in the order is not included.	`sum(upsell revenue) + sum(downsell revenue) + sum(TY page upsell revenue)`
Revenue per visit	The average revenue per unique page visit. A unique visit is counted once per customer, even if they view the page multiple times on a single order. The recommended way to measure performance over time.	Post-purchase: `post-purchase revenue / unique post-purchase visits` TY Page: `TY page revenue / unique TY page visits`
Product profit	The total product profit generated by Aftersell (revenue minus cost of goods sold).	`sum(revenue) - sum(cost of goods sold)`
Product profit per visit	The average product profit per unique page visit.	Post-purchase: `post-purchase profit / unique post-purchase visits` TY Page: `TY page profit / unique TY page visits`
Impressions	The total number of times funnel offers were viewed. Counted once per order, even if the same offer is seen multiple times during the same order.	`sum(offer views across all selected funnel offer types)`
Conversion rate	The percentage of offer views that resulted in an accepted offer.	`(accepted offers / offer impressions) x 100`
Accepted offers	The total number of offers accepted. Counted when a customer clicks “Accept” and completes the purchase.	`sum(accepted offers across all selected funnel offer types)`
Product profit margin	The ratio of product profit to revenue. If your products had no costs, this would be 100%.	`(product profit / revenue) x 100`
Average upsell value	The average revenue per accepted upsell item. Particularly useful when using dynamic products in offers.	`revenue / accepted offers`

Product profit analytics is currently in Beta; data starts tracking one day after activating, with no historical backfill. Contact support to enable it.

Top Performing Products table

Column	How it is calculated
Product	The upsold product name
One column per offer slot (Upsell #1-3, Downsell #1-2, Thank you page)	The conversion rate for that product in that slot: `(accepted upsells containing the product in that slot / impressions for that product in that slot) x 100`
Revenue	Total revenue generated from accepted upsells of this product
RPV	Revenue per visit for this product

There is no single “Conversion rate” column; the rate is broken out per offer slot. The conversion rate here is based on accepted offers, not individual units sold (one offer containing 3 units counts as 1 accepted offer), but the revenue column reflects the total value of all units purchased.

Subscription upgrades charts

When a subscription provider is connected, the Funnels tab can show subscription-upgrade charts (toggle between one-time and subscription views). The headline area shows Revenue (one-time upsell revenue) and Additional MRR side by side. Additional MRR is the recurring monthly revenue your offers added in the period (new subscriptions plus products added to existing subscriptions), as contract price normalized to a month, not cash collected; churn is not subtracted.

Chart	What it measures
New recurring revenue	Monthly recurring revenue from new subscriptions and lines your offers added to existing ones, normalized to a month so a quarterly plan counts a third of its charge. Repricing an existing plan is not counted. This is the chart view of the Additional MRR headline above.
Subscriptions started	Brand-new subscriptions your offers created, per day. Adding a product to an existing subscription counts under Subscriptions modified instead.
Subscriptions modified	Plan changes on subscriptions your offers created or changed, per day.
Subscriptions cancelled	Cancellation events on subscriptions your offers created or changed, per day (see below).
Active subscriptions	Subscriptions your offers created or changed that were still active at the end of the most recent measured day. A balance, not a running total. Narrows by funnel only.
Refunds	Refunded value on subscription upgrade orders, per day.

Coverage notes may appear when data is incomplete: where a provider has never sent cancellation data, Active subscriptions can only rise, so read it as an upper bound. Subscription data is updated every 30 minutes, so it can trail your live one-time numbers.

Subscriptions cancelled chart

This chart counts cancellation events, not distinct subscriptions, so a subscription that cancels more than once can be counted more than once. It narrows by funnel only (offer and device filters don’t apply). Cancellations reach Aftersell over your subscription provider’s webhook; if the webhook isn’t set up or needs attention, the chart is replaced by a locked card:

Lock state	What it means	Action
Set up webhook	No webhook has been configured for your provider.	Open Subscription Upgrades settings and complete webhook setup.
Update webhook	Your webhook credentials are out of date.	Open Subscription Upgrades settings and update your signing secret.
Fix webhook	Your provider refused the webhook registration.	Open Subscription Upgrades settings and re-register the webhook.

Tests tab metrics

Group-level analytics

Metric	What it measures	Formula
Profit per visit	The average product profit per unique visit for this variation.	`profit for this variation / unique visits for this variation`
Profit	The total product profit generated by this variation.	`revenue for this variation - cost of goods sold for this variation`
Revenue per visit	The average revenue per unique visit for this variation.	`revenue for this variation / unique visits for this variation`
Revenue	Total revenue generated by this variation.	`sum(upsold product revenue for this variation)`
Conversion rate	Percentage of offer views that resulted in an accepted offer for this variation.	`(accepted offers for this variation / impressions for this variation) x 100`

Performance by variable

Shows how each variable performs on average across all other variables. Switch the metric with the dropdown:

Variable	What it shows
Profit per visit	Average profit per visit for each variable value
Profit	Total profit for each variable value
Revenue per visit	Average revenue per visit for each variable value
Revenue	Total revenue for each variable value
Conversion rate	Conversion rate for each variable value
Impressions	Total impressions for each variable value

When picking a winner, look for a variation that performs well across multiple metrics (higher profit per visit, higher revenue per visit, higher conversion rate, and comparable or better average upsell value), not just one.

Product Page Upsells metrics

Metric	What it measures	Formula
Revenue	The total revenue from product page upsells.	`sum(PDP upsell revenue)`
Revenue per view	The average revenue generated per unique view.	`revenue / unique impressions`
Unique impressions	The number of unique views on product page upsells.	`sum(unique PDP views)`
Conversion rate	The percentage of unique visitors who completed an order with a product page upsell.	`(upsold orders / unique impressions) x 100`
Purchased products	The number of products purchased through a product page upsell.	`sum(PDP products purchased)`
Upsold orders	The number of orders that included a product purchased through a product page upsell.	`sum(orders with PDP upsell)`
Revenue per order	The average revenue per order containing a product page upsell.	`revenue / upsold orders`
Average upsell value	The average revenue per product page upsell product purchased.	`revenue / purchased products`
Profit	The total profit from product page upsells.	`sum(PDP upsell revenue) - sum(PDP upsell cost of goods sold)`
Profit per view	The average profit generated per unique view.	`profit / unique impressions`
Average upsell profit	The average profit per product page upsell product purchased.	`profit / purchased products`
Profit per order	The average profit per order containing a product page upsell.	`profit / upsold orders`

Strategies

Post-Purchase Upsells

Subscription Upgrades

Checkout Upsells

Thank You Page

Analytics

Post-purchase analytics metrics reference

How summary numbers are calculated

Funnels tab metrics

Top Performing Products table

Subscription upgrades charts

Subscriptions cancelled chart

Tests tab metrics

Group-level analytics

Performance by variable

Product Page Upsells metrics

​How summary numbers are calculated

​Funnels tab metrics

​Top Performing Products table

​Subscription upgrades charts

​Subscriptions cancelled chart

​Tests tab metrics

​Group-level analytics

​Performance by variable

​Product Page Upsells metrics

How summary numbers are calculated

Funnels tab metrics

Top Performing Products table

Subscription upgrades charts

Subscriptions cancelled chart

Tests tab metrics

Group-level analytics

Performance by variable

Product Page Upsells metrics