Resources

Glossary of Terms

Key ecommerce and analytics terms used across the Trovoly platform.

A
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.
B
Bundle
A group of products sold together as a single package, often at a perceived value.
C
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.
G
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.
I
Inventory Constraint
Limited or missing stock that restricts purchasing behavior.
L
Lookalike Audience
An audience built from existing customers or seed audiences to find new users with similar behaviors.
M
Mid Funnel
The stage where visitors are evaluating products and considering a purchase.
N
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.)
P
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.
R
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.)
S
Sales Value
Total revenue generated during a given period.
Spend Threshold
A promotion mechanic that rewards customers once they reach a minimum spend amount.
T
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.
V
Value Perception
How customers judge whether a product is worth its price.
W
Waterfall Incentive
A tiered promotion structure where rewards increase as spend increases, encouraging customers to build larger carts to unlock higher value.