KPI Glossary
Definitions, source systems, and source-of-truth rules for every KPI in the dashboard. ASSUMPTION tags mark items pending sign-off in Phase 1 Discovery.
Definitions
Revenue attributed to identified subscribers and Lakrids Lovers across online (BigCommerce) and identified retail (C2 via Voyado) purchases.
Source of truthBigCommerce for online order value; C2 (identified) via Voyado for retail.
Share of community revenue from the Lakrids Lovers subgroup.
Lakrids Lovers revenue divided by active Lovers count in period.
Customers with 2+ purchases over a 12-month rolling window divided by all active customers.
Window12-month rolling
Median days between first and second order, segmented by acquisition market.
Email revenue attributed to automation flows divided by total email revenue.
Source of truthVoyado attribution model (default).
Revenue attributed to campaign sends within Voyado's attribution window.
Window7-day click / 1-day open (ASSUMPTION)
Product view → add-to-cart → checkout → purchase, GA4-sourced.
Count of placed orders. Online from BigCommerce, identified retail from C2.
Order value mean across the selected period and filters. EUR-normalized.
Email-permission contacts in Voyado.
Loyalty subgroup with extra tracking consent and product-feedback role.
Share of subscribers who joined the Lovers programme in the rolling 90 days.
Window90-day rolling
Unique opens / delivered, period-averaged across campaigns.
Click-to-open rate (unique clicks / unique opens), period-averaged.
Share of customers active again within 90 days of last order.
Share of cohort still active 12 months after acquisition.
Customers with no order in ≥180 days. Heuristic, not predictive.
Customers who returned after a 180+ day gap in the period.
Source-of-truth rules
When Voyado attribution and GA4 last-click disagree, both are shown and labelled. Voyado is the default for email and automation revenue.
When BigCommerce order revenue and Voyado revenue disagree, BigCommerce is the truth for online order value; Voyado is the truth for attribution to a touchpoint.
For retail, only Lakrids Lovers identified purchases are in scope. Anonymous retail revenue appears only as a contextual total in the Markets board, never broken out by segment.
All money values are EUR-normalized. Original currency is shown in row drilldowns.