Glossary
Understand every word and metric used in Fullmetrix and in this documentation, with a link to the page that explains it in detail.
This glossary defines the terms you come across in the app and in the documentation, in alphabetical order. Each definition links to the page that covers the topic in full. For practical questions, see the FAQ.
0-9
24-hour window
When a customer writes to you on WhatsApp, you can reply freely for 24 hours, and each new message from them restarts that window. Once it closes, only an approved template can be sent to them. See Chat.
A
Abandon rate
The abandon rate is the share of started carts that were abandoned. In the Google Analytics purchase funnel, it shows the share of visitors lost between two steps. See Cart analysis.
Abandoned cart
A cart is abandoned when it stays inactive for more than one hour without becoming an order, or when the store marks it as such. You can follow up with its recovery link or a WhatsApp automation. See Cart recovery.
Action (segment)
In a contacts segment, an action describes what the person did, such as placing an order or starting a checkout. It comes with a measure (how many times, what amount) and a period. It differs from an attribute, which is a fact stored on the person. See Segments.
Ad group
The ad group is the level below the campaign. On Google, it groups ads and keywords around a theme. On Meta and TikTok, it defines who sees the ads, with what budget and on which placements. See Google Ads ad groups.
Ad platform
An ad platform is the service that runs your ads and bills you for them, such as Meta Ads, Google Ads, TikTok Ads or ChatGPT Ads. Fullmetrix reads its numbers each time you open a report. See Advertising.
AI assistant
The AI assistant answers your questions about your data in plain language, in the app or in Slack. It reads your sales, ad platforms and connected tools without changing anything. It runs on an AI provider that you connect. See AI assistant.
AI provider
The AI provider is the account that powers the AI assistant, the shopping agent and AI segment creation. You can choose a ChatGPT account, an OpenAI key or an OpenRouter key, and usage is billed by that provider. See AI providers.
AI traffic
AI traffic groups the visits that come from assistants such as ChatGPT or Perplexity, as Google Analytics recognizes them. It only counts visits, not citations without a click. See AI traffic.
Annotation
An annotation is a dated note, such as "Sales launch", visible to the whole organization. It shows as a vertical line on day by day charts, which helps explain a spike or a dip. See Annotations.
API key
An API key is a long secret code that gives access to a service without a password. You create one in Settings, API Keys tab, for the public API, the MCP server or Looker Studio. Other services, such as ChatGPT Ads or Klaviyo, ask for their own key. See Public API.
Attribute (segment)
An attribute is a fact stored on the person, such as their country, tags or WhatsApp subscription. An attribute rule reads, for example, "Country is any of France, Belgium". See Segments.
Attribution
Attribution is the rule that decides which ad gets credit for a sale. Each ad platform checks whether the customer saw or clicked one of its ads within a given delay, and then claims the sale, even if another platform does the same. See Advertising.
Attribution window
The attribution window is the delay during which an ad platform links a purchase to an ad that was seen or clicked. It ranges from one day to several weeks depending on the account setting, for example 7 days after a click on Meta. See Advertising.
Audience
An audience is a list of people, built from a segment, that Fullmetrix sends to Meta Ads, Google Ads, TikTok Ads, Omnisend or Klaviyo. It updates on its own. You use it to target or exclude these people in your campaigns. See Synchronization.
Automation
An automation is a WhatsApp scenario that sends messages on its own after a customer action, such as a started checkout or a product back in stock. It chains steps (delay, message, condition) and stops when an exit condition is met. See Automations.
Average order value
Average order value is the average value of an order. In e-commerce reports, it is revenue divided by the number of orders. In ad reports, it is the value of attributed purchases divided by their number. See Revenue.
Average position
Average position is the average rank of your site in Google results, according to Search Console. The lower the number, the better, and 1 means the first result. See Search Console.
B
Bought together
This report lists the pairs of products found in the same order. An order with four products forms six pairs. It helps you build bundles or suggest complementary products. See Bought together.
Bounce rate
The bounce rate is the share of visits that were not engaged. A visit is engaged if it lasts more than 10 seconds, covers at least two pages or triggers a key event. The lower the rate, the better. See Google Analytics.
Brand
The brand is the maker or trade name of a product. The Brands report groups sales by brand name, across all stores. Shopify and Sylius do not send a brand. See Brands.
C
Campaign (advertising)
A campaign is what you create in an ad platform, with a budget, an objective and a bidding strategy. It contains ad groups, which in turn contain the ads. See Google Ads campaigns.
Campaign (WhatsApp)
A WhatsApp campaign sends the same template to all your subscribers or to the contacts of a segment, right away or at a scheduled date. Fullmetrix automatically removes unsubscribed contacts and duplicates. See Campaigns.
Canonical group
The canonical group is the family an order status belongs to, for example Completed, Cancelled or Refunded. You set it in Settings, Statuses tab, and it helps recognize statuses that have different names from one store to another. See Statuses.
Cart
A cart is a visitor's selection of products, whether or not they ordered. It is open, abandoned or converted into an order. On Shopify, only checkouts that were started and then abandoned come through. See Carts.
Category
A category groups products in your store. On Shopify, it matches a collection. A sale counts in each of the product's categories and in its direct parent category, so categories do not add up. See Categories.
Channel
The channel groups visits by origin, for example Organic Search, Paid Search or Email. Google Analytics places each visit in a channel based on its source and medium. See Traffic sources.
Characteristic
A characteristic is a piece of product information, such as material or capacity, or a variation option. The Characteristics report adds up sales per value, and a product counts in each of its values. See Characteristics.
Cohort
A cohort groups the customers whose first order falls in the same month or week. The report then follows each cohort over time, to see how many of its customers come back and what they spend. See Cohorts.
Company
The company groups your organizations and carries billing and the team. A single card and a single invoice cover all its organizations. You manage it from your profile menu, Company entry. See Company.
Comparison
The comparison sets the selected period against another one. Period takes the same number of days immediately before, and Year takes the same dates one year earlier. Changes show as a percentage next to each number. See Date range and comparison.
Connection code
The connection code is a code in the form FMTX-XXXX-XXXX-XXXX that Fullmetrix generates to link a store to your organization. You paste it into the connector installed on the store. It works only once and should be kept like a password. See Connect your store.
Connector
The connector is the software you install on your store, called a module, extension or plugin depending on the platform. It sends your orders, products and customers to Fullmetrix. On Shopify, you authorize our app instead. See Quickstart.
Contact
A contact is a person identified by an email address, a phone number or a WhatsApp number. They can come from your store, a form or an import. Fullmetrix keeps a single record per person. See Contacts.
Conversion
A conversion is an action you want to get, usually a purchase. In ad reports, it is a purchase that the ad platform links to its ads, according to its own attribution rules. See Advertising.
Conversion import
Conversion import sends your orders from our servers to Meta, Google Ads or TikTok. The platform then receives the purchases its pixel missed, for example when the customer declines cookies. See Conversion import.
Conversion rate
The conversion rate is the share of visits, clicks or carts that end in a purchase. In Google Analytics, it is purchases divided by sessions. In ad reports, it is purchases divided by clicks. See Google Analytics.
Counted order
A counted order is an order that goes into your numbers. It belongs to a selected store, falls in the period, does not have an excluded status and does not come from an ignored customer. The same definition applies in reports, the dashboard, segments and exports. See Data accuracy.
Coupon
A coupon, or promo code, is a discount code the customer enters when ordering. The Coupons report shows for each code the number of orders, the discount given and the sales generated. See Coupons.
CPA
CPA, or cost per conversion, is what one purchase costs you in advertising. It is ad spend divided by the number of attributed purchases. See Advertising.
CPC
CPC, or cost per click, is the average price paid for a click on your ads. It is ad spend divided by the number of clicks. See Advertising.
CPM
CPM is the cost per thousand displays of your ads. It is ad spend divided by the number of impressions, then multiplied by 1,000. See Advertising.
Creatives
A creative is the content people see, meaning the image or video, the text and the button. The Meta Ads and TikTok Ads reports have a Creatives page that shows each visual with its results. See Meta Ads creatives.
CTR
CTR, or click-through rate, is the share of displays that lead to a click. It is clicks divided by impressions. A low CTR often points to an ad that is not appealing or poorly targeted. See Advertising.
Customer
A customer is a contact who placed at least one order. Fullmetrix recognizes them by their email address, across all stores. Orders without an email count in revenue but in no customer metric. See Customers.
D
Detail page
A detail page gathers everything Fullmetrix knows about one item, such as an order, a customer, a product or a cart. You open it by clicking a row in a table, and you can share its address with a colleague. See Detail pages.
Digest
A digest is a scheduled send of your key metrics, by email or in Slack, every day, week or month. The numbers stop the day before the send. See Digests.
E
Export
An export turns a Fullmetrix list into a CSV file, to download or to receive regularly by email, in Slack or in Google Sheets. Your exports are gathered in Tools, then Exports. See Exports.
F
Forecast
A forecast projects your sales, orders and new customers over the next twelve months, based on your history. It takes seasonality into account once you have twelve months of data. See Forecasts.
Form
A form collects the email or phone number of your visitors on the store, as a popup, a flyout or an embed. Each submission creates or updates a contact. A Back in stock form signs the visitor up for a product alert. See Forms.
G
Goal
A goal is a number to reach over a month, a quarter or a year, such as revenue or a number of orders. Fullmetrix compares where you stand each day with the expected pace. See Goals.
Gross margin
Gross margin is your revenue excluding tax minus the cost of the products sold. You read it in Margin, once you have entered your product costs. See Margin.
Gross sales
Gross sales is the sum of the totals of your counted orders, including taxes, shipping and fees, with discounts removed. It does not depend on net sales deductions. See Revenue.
H
Historical import
This is the first synchronization, which copies all your store's data since it opened, with no date limit. It starts as soon as the store is connected and happens only once. See Historical import.
I
Ignored customers
This is the list of email addresses whose orders drop out of every e-commerce report. It is used to leave out your test orders or your team's purchases. You set it in Settings, Reports tab. See Reports settings.
Impressions
Impressions count the number of times your ads were displayed. In Search Console, they count the displays of a link to your site in Google results. See Advertising.
Integration
An integration links Fullmetrix to an outside service, such as an ad platform, Google Analytics, WhatsApp or Slack. Every integration connects from Settings, Integrations tab. See Integrations.
L
LTV
LTV, or customer lifetime value, is the total amount a customer has spent with you since their first order. It helps you know how much you can invest to win a customer. See Customer analysis.
M
Marketing consent
Marketing consent is a person's agreement to receive your messages, channel by channel (email, WhatsApp, SMS). It is collected through a form, a checkbox at checkout or an import. WhatsApp sends depend on it. See Checkout.
MCP
MCP is a standard that lets you plug an AI assistant, such as Claude or ChatGPT, into a data source. The Fullmetrix MCP server gives your assistant read access to your numbers. See MCP server.
Messaging tier
The tier is the number of conversations your WhatsApp number can open per 24 hour period, set by Meta. It starts at 250 and grows with regular sends and good quality. See Profile.
MRR
MRR is the monthly recurring revenue of an active subscription. A yearly subscription of 120 € equals an MRR of 10 €, for example. See Subscriptions.
Multi-store
The Multi-store view gathers on one page the stores of every organization you can access. You open it from the organization switcher at the top of the sidebar. Amounts are added up there without currency conversion. See Multiple stores.
N
Net margin
Net margin is gross margin minus your ad spend on Meta, Google, TikTok and ChatGPT Ads. It shows what you keep after advertising. See Margin.
Net sales
Net sales is gross sales minus what you tick in Net sales deductions, meaning refunds, taxes, shipping and fees. It is the amount shown under Revenue. See Revenue.
Net sales deductions
These are the four checkboxes Deduct refunds, Deduct taxes, Deduct shipping and Deduct fees in the Reports tab of the settings. They decide what is taken out of gross sales to get your revenue. See Reports settings.
New customer
A new customer is a person whose first ever order, recognized by their email address across the whole history, falls in the selected period. A customer present in two stores with the same email counts only once. See Understand the dashboard.
O
Onboarding
Onboarding is the four step assistant that follows your sign-up. It creates your organization, sets the timezone and currency, connects your store and follows the import. See Quickstart.
Order status
The status describes the state of an order in your store, such as "Pending payment", "Shipped" or "Cancelled". By default, no status is excluded from your numbers. You choose the ones to leave out in Settings, Reports tab. See Statuses.
Organization
The organization is your analytics workspace in Fullmetrix, usually one brand or one store. It accepts up to three stores on the same platform, and its settings apply to all its reports. See Multiple stores.
Organization currency
This is the currency in which all your e-commerce amounts are shown. An order placed in another currency is converted at import, at the rate of its day. Ad amounts stay in the ad account's currency. See Currencies and timezones.
P
Period
The period is the date range of a report, chosen with the date button at the top right. By default, it covers the last 30 complete days. See Date range and comparison.
Pixel
The pixel is an ad platform's tag placed on your site, which reports visits and purchases to it. It does not fire when the visitor declines cookies or uses a blocker, which is why conversion import helps. See Conversion import.
Product cost
The product cost is the price at which you buy one unit of an item. You enter it in Margin, then Product costs, and Fullmetrix uses it to calculate your margin. A missing cost counts as 0. See Product costs.
Product feed
A product feed is a file of your catalog, available at a permanent address, that Google Shopping, Meta, TikTok or ChatGPT Ads read. Fullmetrix builds it from your store, in Tools, then Product feeds. See Product feeds.
Promo code
See Coupon.
Purchase funnel
The purchase funnel follows your visitors step by step, from the visit to the purchase, through product views, add to cart and checkout. It shows at which step you lose the most people. See Purchase funnel.
Q
Query
A query is the search typed in Google before reaching your site. The Search Console Queries report shows impressions, clicks and average position for each one. See Queries.
R
Refund
A refund is an amount given back to a customer. Fullmetrix takes it out on the date it is granted, not on the order date, if Deduct refunds is ticked. See Refunds.
Retention
Retention is the share of a cohort's customers who order again during a given period. A retention of 20 % in the second month means one customer in five ordered again that month. See Cohorts.
Returning customer
A returning customer orders during the selected period and had already ordered before. It is the opposite of a new customer, whose first ever order falls in the period. See Understand the dashboard.
Revenue
In Fullmetrix, revenue means net sales. It is your gross sales minus what you ticked in Net sales deductions. See Net sales and Revenue.
ROAS
ROAS measures what one unit of currency spent on ads brings back. It is the value of attributed purchases divided by ad spend. A ROAS of 1 covers the cost of the ads, but not the cost of products or shipping. See Advertising.
S
Segment
A segment is a list that updates itself based on rules, for example "customers who ordered more than twice". It can cover contacts, orders, carts or products. You use it to filter a report, build an audience or target a campaign. See Segments.
Session
A session is a visit to your site, as measured by Google Analytics. It ends after 30 minutes of inactivity, so one person can make several sessions in a day. See Google Analytics.
Shopping agent
The shopping agent is a chat placed on your store that advises your visitors based on your catalog. It follows the rules you write, never invents a price and never grants a discount. It needs an AI provider and site tracking. See Shopping agent.
Source selector
The All sources button picks the stores or accounts included in a report. It appears as soon as the organization has at least two sources of the same type. See Store selector.
Stock velocity
Stock velocity is the average number of units sold per day. Fullmetrix derives the number of days before stockout by dividing current stock by that pace. See Stock velocity.
Subscription
A subscription is a purchase that renews at a regular interval, such as a monthly box. Fullmetrix reads WooCommerce Subscriptions and shows them in the Subscriptions report, which only appears if your store has any. See Subscriptions.
Supplier
The supplier is the company that sells you the goods. Only PrestaShop and Magento send it, and the Suppliers report only appears if your products have one. See Suppliers.
Survey
A survey asks your customers a few questions, usually on the order confirmation page, for example "How did you hear about us?". Answers are linked to the order. Surveys are not available on Shopify. See Surveys.
Synchronization
Synchronization is the copy of your store's data into Fullmetrix. It starts with the historical import, then picks up every new order and every change. Its state shows on the store card, in Settings, Integrations tab. See How synchronization works.
T
Tag
A tag is a free label placed on a contact, such as "fair-2026" or "wholesaler". It is used to filter your contacts and build segments. See Tags.
Timezone
The timezone, for example Europe/Paris, decides which day an order belongs to. An order placed at 11.30 pm can land on two different days depending on the timezone. Each organization has a single timezone, set in Settings, General tab. See Currencies and timezones.
Tracking script
The tracking script measures page views, carts and visitor journeys on your store. It feeds live activity, carts, forms and the WhatsApp widget. You check it in Settings, Tracking tab. See Site tracking.
TV mode
TV mode shows a report full screen, without the sidebar, for a screen that stays on in your office. You leave it with the Escape key. See Charts and TV mode.
U
UTM
UTM parameters are labels added at the end of a link, such as utm_source or utm_campaign, to say where the visit comes from. Google Analytics uses them to place the visit in the right source and channel. See Traffic sources.
V
Variation
A variation is a version of a product, such as a size or a color, with its own stock. The Variations report details their sales, while the Products report adds them up on the parent product. See Variations.
W
Webhook
A webhook is a notification that one service sends to another automatically when an event happens. Shopify sends one to Fullmetrix for every order, customer or product created or changed, which brings your data in within seconds. See Shopify compatibility.
WhatsApp subscribed
This is the mark placed on a contact who agreed to receive your WhatsApp messages. Without it, no template can be sent to them. It comes from a consent checkbox, an import with the matching option or a START message from the customer. See WhatsApp.
WhatsApp template
A template is a message model that Meta approves before any send. It can contain variables, such as the customer's first name, filled in at send time. It is the only format allowed outside the 24-hour window. See Templates.
WhatsApp widget
The widget is a floating button shown on your store, which opens a WhatsApp conversation with a prefilled message. You set it up in WhatsApp, then Widget, and it works with the tracking script. See Widget.