Financial KPI report

The purpose of this report is to give you an understanding of how the monetization of your contact base has developed over time. The metrics are based on purchases made by your contacts.

The report consists of three tabs: Rolling values, Lifecycle audiences, and Analyze. These are explained in detailed below.

Rolling values

This is where you find a collection of rolling values to get an overview of the financial development of your total contact database.

The metrics


On the top left there are four drop-down menus, where you can choose country, contact type, target audience, and the rolling value horizon as well as the scope in the graphs.

These drop-down choices will control the entire tab.

Example: Last 365 days will show you the calculated rolling values based on the last 365 days, and it will also show you the trend for this KPI, as it has developed over the last 365 days.


Revenue based on filter
This metric shows the total accumulated revenue based on the filters and period selected in the top drop-downs in the report menus.

The metric trend is displayed in the micro line-graph below the figure, and it shows how the development of the metric has been over the selected period.

Keep in mind that this is also a rolling accumulation, which means that the micrograph is displaying accumulated periods based on report setting, not day-by-day revenue.

Below the micrograph, you will see the trend indicator which shows you how the trend from the start of the period and the end of the period.

Percent of total revenue
This pie chart shows you the share of the revenue that is currently captured from the selection in the drop-downs at the top of the report.


Average receipt
This metric shows you the average receipt based on the report selection. The micro line graph shows you how the average receipt has developed over time.

Keep in mind that these are rolling values based on the selection that you have made. Below the graph is the trend indicator which compares the period start against the period end.

Average purchases per contact
This metric shows you how many purchases were made by contacts on average during the designated country, time, and contact type.

Average articles per purchase
This metric shows the average amount of articles per purchase occasion, during the designated country, time, and contact type.


Rolling values graph
The big graph at the bottom of the report gives you the possibility to get an overview and an assessment of how the rolling values are developing. Each point in the graph is a rolling value, calculated and compared back in time from that point, based on your period setting.

Example: If your setting is “Last 365 days”, each point is a 365-day rolling value/average based on the previous 365 days to that point.

Lifecycle audiences

On this report tab, you will find financial KPIs for the Engage lifecycle audiences. At the top left of the report, you will find a drop-down where you can select which country and the contact type you wish to base the numbers shown in the report on. This will filter the entire report, only showing metrics for the selected country and contact type.


Interested in learning more about the lifecycle audiences and how they are calculated?
Read more about the Lifecycle audience section in the Customer base report.

The metrics

Audience revenue
This chart shows you the distribution of revenue over the last 12 months, compared between the different lifecycle audiences.


Sub total revenue
This metric is the accumulated revenue during the last 12 months for the different lifecycle audiences.

Average receipt
The audience average receipt over the last 12 months.

Purchases in average per contact and month
Shows how many purchases a contact in the specified segment has made each month on average, based on the last 12 months.

Article per purchase
The average amount of articles per purchase, based on the last 12 months.

Historical average receipt
The historical average receipt per contact, for customers that have not done any purchases for some time (defecting and lost customers). The calculation is based on all purchases that the contacts made during their active time as customers in the past.

Predictive CLV per contact
The potential profit or revenue left per contact on average in the specific audience. This part is only available if CLV is active in your Engage setup.


On this tab you can dig a little deeper, you will find numbers represented for each year and month, rather than rolling values here.

This will give you an overview of how your metrics have looked like for each year and month, giving you the possibility to spot trends and compare different months.



The filter will impact the entire tab, including the graph and table.

Select years
This is where you select the years that you want to compare.

Contact type
This is where you select the contact type of your choice.

Lifecycle audience
Select the lifecycle audiences that you wish to include. You may select several.

Show value in graph
Select the metric that you wish to plot in the graph.

The graph


The graph displays selection and metric that has been chosen in the filter. You may also zoom the graph by dragging the handles at the top of the graph area.

The table

The table displays the year and months that have been selected in the filter. You will see all metrics in the table at once.



You can also sort the list by selecting which columns to sort on, in the “Sort by” box. At the right side of this box, you may select if your sorting should be ascending or descending.

The metrics


Total revenue
The sum of the revenue for each year and month, filters apply.

Number of purchases
The count of all purchases that have occurred during the specific year and month, filters apply.

Avg receipt
The average receipt for each year and month, filters apply.

Avg number of articles per purchase
The average number of articles per purchase for each year and month, filters apply.

Avg number of purchases per contact
The average number of purchases per contact, for each year and month, filters apply.

Number of returns per contact
The average number of returns that occurred per contact, for each month and year, filters apply.

Predictive CLV
The average CLV per contact, for each year and month. Since this is a predictive score, the potential in revenue or profit (depending on CLV settings) is displayed. This potential goes up or down depending on the predictive scoring forecasts, filters apply. This part of the report is only available if CLV is active in your Engage setup.

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