Store owner's glossary

AOV (average order value)

Average order value is the average amount a shopper spends in one order. Divide your sales by your number of orders. $5,000 from 100 orders is an AOV of $50.

How Zyro helps: Zyro's Today screen shows your sales, orders and average order for the last 30 days.

See Today

CAC (customer acquisition cost)

CAC is what you spend to win one new customer. Divide your marketing spend by the number of new customers. $1,000 for 20 new customers is a CAC of $50.

Work it out with our free CAC calculator

Churn

Churn is when customers stop buying from you. In a store without subscriptions, it often means someone who has not ordered in a long time. High churn means you keep losing buyers.

How Zyro helps: Zyro marks shoppers who are slipping away. It can send them to your email tool or a Meta audience.

COGS (cost of goods sold)

COGS is what the products you sold cost you to make or buy. If a mug costs you $4 and sells for $15, its COGS is $4. It does not include shipping or ads.

How Zyro helps: Zyro reads Shopify's "Cost per item". A cost you type in Zyro wins over it.

Contribution margin

Contribution margin is what an order leaves after the costs that come with each sale. Those are the product, shipping, payment fees and ads. Fixed costs, like rent and wages, come out later.

How Zyro helps: Zyro's Profit takes off product cost, shipping, payment fees, refunds and Meta ad spend from each sale.

See Profit

Gross margin

Gross margin is the share of the price you keep after the product cost. A $50 item that costs you $20 leaves $30. That is a 60% gross margin.

How Zyro helps: Once your costs are in, Zyro shows each product's safe discount: the biggest discount that still keeps 10% of the price as profit.

LTV (customer lifetime value)

LTV is the total a customer spends with you over time. A shopper who places three $40 orders has an LTV of $120. Compare it with CAC to see if winning customers pays off.

How Zyro helps: Zyro's Customers page shows value per customer and your repeat rate.

Profit per order

Profit per order is what you keep from one order after costs. Take off the product cost, shipping, payment fees, refunds and ad spend. What is left is your profit.

How Zyro helps: Zyro's Profit page does this for each sale. It shows profit once 90% of your sales have a cost.

Profit per order calculatorSee Profit

Repeat rate

Repeat rate is the share of customers who buy more than once. If 30 of your 100 customers came back, your repeat rate is 30%.

How Zyro helps: Zyro shows your repeat rate once you have 20 customers.

Revenue per visitor

Revenue per visitor is your sales divided by your visitors. $2,000 from 1,000 visitors is $2 per visitor. It joins how many people buy with how much they spend.

How Zyro helps: In a test, Zyro warns you if a "winner" earns less per visitor.

Consent mode

Consent mode is Google's way for its tags to follow a shopper's cookie choice. If a shopper says no, the tags send less data.

How Zyro helps: Zyro checks a shopper's consent before it sends their events to ad tools or Google Analytics.

Conversions API

A Conversions API lets a store send events to an ad platform from a server. Meta, TikTok, Pinterest, Snapchat and Reddit each have one. It works next to the pixel.

How Zyro helps: Zyro can send shopper moments, like a full cart left behind, to each of these. It checks consent first.

Pixel

A pixel is a small piece of code on your store that tells an ad platform what shoppers do. Meta, TikTok and Google each have one. It runs in the shopper's browser, so a blocker can stop it.

How Zyro helps: Zyro sends its own named events to ad tools. It never sends fake "Purchase" or "Add to cart" events.

Server-side tracking

Server-side tracking sends data from a server, not from the shopper's browser. A blocker in the browser can't stop it.

How Zyro helps: Zyro gets Shopify orders straight from Shopify's server. So a blocked script never loses a sale. Zyro's visit tracking runs in the browser.

Bounce rate

Bounce rate is the share of visits that leave without doing anything, often after one page. A high bounce rate on an ad's landing page can mean the page doesn't match the ad.

Checkout abandonment

Checkout abandonment is when a shopper starts checkout but doesn't pay. Causes include surprise costs, a slow page or a card that fails.

How Zyro helps: Zyro compares started and paid checkouts by device and country. It can send a "checkout started" moment to your email tool.

Funnel drop-off calculator

Discount leak

A discount leak is when a code meant for a few people gets shared in public. Coupon sites are a common place. Then shoppers who would pay full price use it.

How Zyro helps: Zyro flags a code when shoppers from coupon sites use it, or when it is used 3 times more than in a normal week. This is on every plan. From the Starter plan, Zyro can swap a leaked code for a new one.

Coupon leak checklist

Exit-intent pop-up (exit pop-up)

An exit-intent pop-up, or exit pop-up, shows when a shopper moves to leave the page. On a phone, it can show when they tap back. It often gives a reason to stay, like free shipping.

How Zyro helps: Zyro pop-ups can show as the shopper leaves, including the phone's back button. They never show on cart or checkout pages.

See Offers

Free shipping threshold

A free shipping threshold is the order total where shipping becomes free, such as orders over $50. Shoppers just under it may add an item to reach it.

How Zyro helps: Zyro shows carts that land just under your free-shipping line.

Free shipping calculator

Heatmap

A heatmap is a picture of a page that shows where shoppers click, tap or scroll. Warm colors show the busy spots. It helps you see what people miss.

Session recording

A session recording is a replay of one shopper's visit: their scrolls, taps and clicks. Tools such as Microsoft Clarity and Lucky Orange make them.

Zyro note: Zyro does not record visits. Its web app can show Clarity's rage clicks, dead clicks and errors for each page.