Resources

Glossary of Terms

Key ecommerce and analytics terms used across the Trovoly platform.

Abandon Cart Rate: The percentage of shoppers who add items to their cart but do not complete checkout.
Average Order Value/ AOV: The average amount a customer spends per transaction. Calculated as total revenue divided by number of orders.
Bundle: A group of products sold together as a single package, often at a perceived value.
Checkout Friction: Any obstacle that makes completing a purchase harder, such as extra steps, unclear costs, or unclear fees.
Conversion Rate: The percentage of visitors who complete a desired action, usually making a purchase.
Gateway Product: A low-commitment product designed to help first-time buyers make an initial purchase.
Gift With Purchase/ GWP: A promotion where customers receive a free item once they meet a purchase condition, such as reaching a minimum spend or buying a specific product.
Gross Margin: The percentage of revenue remaining after deducting cost of goods sold.
Inventory Constraint: Limited or missing stock that restricts purchasing behavior.
Lookalike Audience: An audience built from existing customers or seed audiences to find new users with similar behaviors.
Mid Funnel: The stage where visitors are evaluating products and considering a purchase.
New Visitor: A first-time visitor to the website. (technical term: A visitor identified by GA4 as new because no existing cookie or client identifier is found on the device and browser. This status persists until the cookie expires or is cleared.)
Promotion: A temporary incentive such as discounts, bundles, gifts, or special offers used to stimulate demand.
Promotion Fatigue: When customers stop responding to offers due to overexposure to promotions.
Retargeting: Advertising shown to visitors who previously interacted with the brand on various channels, mainly websites.
Returning Visitor: A shopper who has visited or purchased from the site before. (technical term: A visitor identified by GA4 because an existing GA4 cookie is recognized on the same device and browser. One person using multiple devices or browsers may be counted as multiple visitors.)
Sales Value: Total revenue generated during a given period.
Spend Threshold: A promotion mechanic that rewards customers once they reach a minimum spend amount.
Tiered Discount: A promotion structure where larger purchases unlock greater rewards.
Top Funnel/ Top of Funnel: The earliest stage of the customer journey where visitors first discover the brand.
Traffic: The number of sessions coming to the website during a specific period.
Transaction: A completed purchase or order.
Value Perception: How customers judge whether a product is worth its price.
Waterfall Incentive: A tiered promotion structure where rewards increase as spend increases, encouraging customers to build larger carts to unlock higher value.