NEW: Brand analysis report

The Brand Analysis Report offers a detailed view of sales trends and rankings by brand, helping you identify which brands are performing well and where there might be opportunities for improvement. The report can be customized to show only the most relevant metrics for your analysis, and filters allow you to narrow down by date, store, or specific brand names.

Brand analysis report metrics

The Brand Analysis Report metrics are organized into categories, providing a comprehensive view of brand performance:

1. Brand information:

• Brand name: The name of the brand being analyzed, which is essential for tracking performance across different brands. This metric helps identify trends in sales and brand popularity, clearly indicating which brands are driving business growth.

2. Sales and transaction metrics:

• Net sales (USD): The total sales revenue the brand generates, excluding tax, shipping, and refunds. This metric is key for evaluating the financial contribution of a brand and determining which brands generate the most revenue.
• Total units: The total number of units sold under the brand. It offers a sense of how much product volume is being moved, helping assess whether a brand is popular with customers in terms of sheer quantity.
• Net units sold: The number of units sold after accounting for returned items. By excluding returned products, this metric gives a more accurate picture of how many units were successfully sold and kept by customers.
• Total transactions: The number of completed transactions associated with the brand. This indicates how many individual purchases have been made for the brand, helping assess its overall market penetration.
• Cost (USD): The total cost of the products sold by the brand. Tracking costs is crucial for understanding the financial outlay of selling a brand's products and calculating profit margins.

3. Profit and performance metrics:

• Gross profit: The difference between the sales revenue and the cost of goods sold. This metric reveals a brand's profitability by showing how much profit is made from each sale after accounting for costs.
• GPM (Gross Profit Margin): The percentage of sales revenue that exceeds the cost of goods sold. This percentage is important for evaluating how efficiently a brand generates profit relative to its costs.
• AOV (Average Order Value): The average value of each transaction. A higher AOV suggests that customers purchase more expensive items or multiple products per transaction, offering insight into purchasing behavior.
• PPU (Price Per Unit): The average price of each unit sold, showing the price points at which a brand’s products are being purchased. This helps determine whether products are selling at premium, mid-range, or budget levels.

4. Customer and refund metrics:

• Visitors: The number of unique visitors interacting with the brand's products. This helps assess brand visibility and interest, showing how many potential customers are engaging with the brand.
• Conversion: The percentage of visitors who made a purchase. This metric highlights the brand's effectiveness in turning interest into sales, helping identify how well it resonates with its audience.
• Refunded units: The total number of units that were refunded. This offers insight into product satisfaction and quality, helping identify whether a brand’s products have issues leading to returns.
• Refund rate: The percentage of total sales that resulted in refunds. A high refund rate can signal problems with product quality or customer expectations, making it an important indicator for product improvement and customer satisfaction.

5. Unique metrics:

• Unique units: The number of distinct units sold under the brand, reflecting product variety. This metric is useful for understanding which specific products are performing well within a brand's portfolio, helping guide inventory and marketing decisions.

By expanding on these metrics, the Brand Analysis Report allows for a deeper understanding of how each brand performs in various business aspects. Regular analysis helps make informed decisions regarding product offerings, marketing strategies, and inventory management, ultimately contributing to overall business success.