The Admoji Dashboard displays data across multiple widgets. This reference guide explains what each metric means and how it is calculated so you can interpret your numbers at a glance.
Revenue Cards
Monetary totals for the selected time range and filters, shown at the top of the dashboard.
All Sales Revenue: Total revenue from all completed sales (initial orders + upsells + rebills).
Void/Refunds: Total amount voided or refunded to customers in the selected period.
Chargeback: Total amount disputed by customers through their card issuer.
Product Cost: Total cost of goods sold (COGS) for orders fulfilled in the period.
Fulfillment Cost: Shipping and handling fees charged by your fulfillment provider.
Performance Metrics
Six KPIs that summarize campaign performance for the selected filters.
Orders (Count): Total number of completed initial purchases.
AOV (Average Order Value): Average revenue per completed order. Formula: All Sales Revenue ÷ Orders.
LTV (Lifetime Value): Projected total revenue per customer over their subscription lifetime, based on historical rebill patterns.
Orders Fulfilled: Number of orders sent to and processed by your fulfillment provider in the selected period.
Conversion Rate: Percentage of visitors who completed a purchase. Formula: Orders ÷ Clicks × 100.
Partials Conversions: Percentage of partial checkout sessions that converted to completed orders. Formula: Orders ÷ Partials.
Ecommerce Metrics
Advanced financial KPIs available as individual widgets on the dashboard.
Profit: Net profit for the selected period. Formula: Sales Volume minus Refunds and COGS.
Gross Margin: Gross margin percentage. Formula: Profit ÷ Sales Volume × 100.
COGS (Cost of Goods Sold): Combined Product Cost and Fulfillment Cost across all approved orders.
Shipping Revenue: Total shipping revenue collected from approved orders.
Taxes Collected: Total sales tax collected from approved orders.
Sales Summary Table
Breaks down the purchase funnel by campaign.
Partials: Checkout sessions started but not completed (leads).
Orders: Completed initial purchases.
Upsells: Additional products purchased during or after the main checkout.
Declines: Orders where the payment attempt was declined.
Failed/Unknown: Orders where payment failed or returned an unknown status.
AOV: Average Order Value for that campaign row.
Rebill Summary Table
Tracks the outcome of recurring subscription billing attempts.
Attempted: Total rebill charges attempted in the period.
Approved: Rebills successfully charged.
Saved: Initially declined rebills recovered through the Decline Runner retry system.
Declined: Rebills that failed after all retry attempts.
Customer Service Table
Summarizes actions performed by your customer service team.
Agent Sales: Orders placed by a support agent on behalf of a customer.
Cancellations: Subscriptions cancelled by agent or customer request.
Voids/Refunds: Transactions voided or refunded by agents.
Chargebacks: Disputes filed by customers in the period.
Subscription Summary Table
Snapshot of your active subscription base health.
Active: Subscriptions currently billing normally.
Trial: Subscriptions in a trial period before the first full charge.
Retry Billing: Subscriptions that failed their last rebill and are queued for retry.
CLTV (Customer Lifetime Value): Average projected revenue per active customer based on their expected subscription duration.
MID Health Table
Chargeback health of each MID, from the start date selected in the dashboard filters. Each MID's chargeback ratio is compared with a maximum of 1.5%.
Status: Healthy (under 0.75%), Watch (0.75% to 1.05%), Warning (1.05% to 1.35%), Danger (1.35% to 1.5%) or Critical (1.5% or more).
MID, Processor and Gateway: The MID number, the processor name and its gateway.
Current Ratio: Chargebacks as a percentage of the MID's transactions.
Max Allowed: The 1.5% limit the ratio is measured against.
CB Count: Number of chargebacks on the MID.
Buffer: How far the ratio is from the limit. It turns red at 0% or below.
Processed $: Amount processed through the MID.
Compliance Tx: An estimate of the additional approved transactions the MID needs to bring its ratio back to a safe level. It only shows when the buffer drops under 0.50%.
Action: For Bigdog MIDs, opens Chargeback Monitoring with the monthly VISA VAMP and Mastercard EFM ratios of the descriptor.
Charts
The dashboard includes time-series charts that show trends over the selected period. See How to Navigate the Dashboard for the full list of available charts and what each one displays.
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