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Understanding your numbers: dates, definitions and checks
Two Nexus pages can show different values for what looks like the same metric. Often both are right, because they answer different questions. This page shows how to compare numbers fairly.
Which dates a number covers
Most numbers on Home follow the date picker. A card compares its value with the previous period. That period has the same length and ends the day before your range starts. A day runs from midnight to midnight in your store's time zone.
Some cards ignore the picker. They carry a small label in the card header.
| Label | What it means |
|---|---|
| All time | The card covers your whole history. It shows no change. |
| As of a date | The card shows the state on the last day of your range. On a range that ends today, it reads As of today. It shows no change. |
| 7 days to a date | The card covers the 7 days that end on that date. Frequency uses it. It still shows a change. |
| Through a date | The ad data stops before your range ends. The card describes a shorter window than the date picker. |
| Partial | nCAC carries it when the number leaves some spend out. Hover the information icon to read how much. |
WARNING
Check for Through before you divide one card by another. MER divides store revenue for your full range by ad spend. If the ad data stops early, MER mixes two windows.
CLV follows the picker, but part of its calculation looks at a longer window that ends on your last day. It does not reconcile with Revenue, and it should not. Ad metrics on Home cover up to 90 days. See Customize KPI cards.
Other pages use their own periods:
| Page | Period |
|---|---|
| Quadrant Overview | Products with a sale in the last 30 days. |
| Product List | Revenue and Margin cover 30 days. Orders covers a longer period. Hover its info icon. |
| Product detail | Orders covers the same period as Orders in Product List. |
| Customers | Only Transitions has a date range. The other tabs show the current state. On Segment Overview, some numbers cover the last 30 days or the last 12 months. The tooltip says which. |
| Ad performance | Follows the picker, up to 400 days. |
| Ad detail | Predicted revenue uses a rolling window of about 90 days and ignores the picker. |
What delivered means
Nexus counts an order as delivered once your store has marked it as delivered. An order that your store has not marked yet stays out of the count until it does. A recent day can rise after you first see it.
Revenue and Orders: two definitions
Nexus counts Revenue and Orders in more than one way. The difference is by design.
| Where | What it counts |
|---|---|
| Revenue and Orders cards on Home | Only delivered orders, that is, orders your store has marked as delivered. The Orders tooltip reads "Number of orders placed in the period." The Revenue tooltip reads "Total store revenue in the selected period, across all channels." Both count delivered orders. AOV and Purchase frequency use the same delivered orders. The Active customers tooltip already says "delivered". |
| Yesterday card on Store overview | Revenue, orders and average order value count delivered orders. New customers count first orders, delivered or not. See Yesterday and findings. |
| Yesterday’s numbers in the Morning Brief | Orders placed yesterday, delivered or not. Cancelled orders stay in the count. Orders from yesterday are rarely delivered yet. A label reads From your Shopify orders or Estimated via GA4. |
| Orders in Product List and Product detail | Delivered orders that contain the product. Product detail leaves out free-gift orders. |
| Total Orders in All Customers | Delivered orders over the customer's whole history, with no date range. |
| Total Orders in Return Rate by Brand on Cross-Dimensions | Paid order lines of any status. It counts lines, not orders. Free-gift lines are left out. |
| 30d Revenue on Segment Overview in Customers | Every order from the last 30 days, not only delivered ones. It can differ from Revenue on Home. |
| Platform-reported revenue on Ad performance | What Meta and Google say your ads drove. |
| Matched revenue on Ad performance | Orders Nexus tied to a specific ad. |
| Gross profit after ad spend on Ad performance | Profit for your whole store, minus all ad spend. |
Revenue is the order total, which includes shipping. So Revenue on Home leaves out orders that are not delivered yet. It can differ from the total in Shopify Analytics. The Morning Brief can show more orders than Home for the same day. Platform-reported revenue and Matched revenue also differ, because platforms count view-through sales and Nexus counts only matched orders. See Ad performance.
How a rate is calculated
When Nexus combines several days, ads or rows, it adds the amounts first. Then it divides. It does not average the daily rates.
Take two days. Day one: 100 spent, 200 earned, so 2x. Day two: 900 spent, 4,500 earned, so 5x. The average of the two rates is 3.5x. The pooled return is 4,700 divided by 1,000, so 4.7x. The bigger day counts more.
- ROAS, CTR, CPM, CPC and CAC on Home divide sums over your range.
- Each group row in the What's working table on Ad performance divides its summed amounts. In views where an ad sits in several groups, its spend counts in each group.
- CAC is ad spend divided by the conversions Meta and Google report. nCAC is ad spend divided by first orders Nexus matched to an ad. They are not interchangeable.
- nCAC skips days with spend but no matched first order, and shows Partial.
How sample data is marked
In Demo Mode, a blue bar sits at the top of the page. An amber Sample data badge marks cards and pages with sample content. In the public demo, an amber bar reads You're exploring sample data. Numbers next to a badge are not yours. See Demo Mode and sample data.
Before you report a wrong number
- Read the date picker and the card label on both numbers. Match the periods.
- Check the table above. Make sure both numbers measure the same thing.
- Look for Through and Partial labels.
- Open Settings > Store Status. Check that your jobs ran on time. See Store Status.
- Check for the blue Demo Mode bar. If your import still runs, see While your data imports.
- If the number still looks wrong, contact support. Send the page, both numbers, the date range and a screenshot.