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.
Tips: Total tips collected from approved orders.
Custom Order Expenses: Total custom order expenses applied to 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.
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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