Attalos terminology

Below an overview of the terminology used in Attalos.

  • Marketplace: An e-commerce platform such as Bol.com, Amazon, or Kaufland where products are listed and sold.
  • Channel: A specific sales connection within a marketplace (e.g., Bol NL vs. Bol BE).
  • Product vs Order View: Product view groups performance metrics per EAN/SKU. Order view shows performance per transaction.
  • Extras: Revenue from additional services like express delivery, add-ons, or cross-sells.
  • Gross margin: Profit calculation per order or per product, taking into account all related costs.

Key Performance Metrics

  • AOV (Average Order Value)
    Formula: Total revenue ÷ Number of orders
    Explanation: Helps you understand how much a customer typically spends per order.
  • APV (Average Profit per Order)
    Formula: Total profit ÷ Number of orders
    Explanation: Indicates the average net profit you're earning per order, after all costs.

Order-level Columns (by_orders)

  • date: The date the order was placed.
  • id: Unique identifier of the order.
  • title: Product name as shown on the marketplace.
  • ean_sku: The product's EAN or SKU code.
  • prd. status: Status of the product (e.g., active, inactive).
  • brand: Brand name of the product.
  • status: Status of the order (e.g., delivered, returned).
  • marketplace: The platform where the order was placed (e.g., Bol, Amazon).
  • country: Country of the order.
  • channel id: Internal channel identifier (e.g., Bol NL, Amazon DE).
  • merchant id: Identifier in the source account.
  • qty: Quantity sold in this order.
  • total: Total selling price exclude VAT.
  • extras: Revenue from customer shipping costs.
  • buy price: Cost of purchasing or producing the product.
  • commission: Marketplace commission fee.
  • pick & pack: Fulfillment cost for picking and packing.
  • packaging: Packaging materials cost.
  • shipment: Cost for shipping to the customer.
  • extra costs: Other operational or handling costs.
  • result: Net profit or loss per order (total - all costs).

Product-level Columns (by_products)

  • img: Image URL or thumbnail of the product.
  • ean_sku: Product code used for identification.
  • title: Name of the product.
  • brand: Brand name.
  • status: Product status (active, out of stock, etc.) as we get it from the integrator.
  • # sold: Total units sold during the selected period.
  • # returned: Total units returned.
  • total: Total sales amount (including VAT).
  • extras: Additional revenue per product (e.g., shipping).
  • buy price: Average purchase or production cost per unit.
  • commission: Total marketplace commission for this product.
  • pick & pack: Total pick & pack costs.
  • packaging: Total packaging costs.
  • shipment: Total shipping costs.
  • extra costs: Any additional costs.
  • ad spend: Advertising cost spent on this product.
  • result: Total profit (revenue minus all costs).
  • % profit: Profit margin as a percentage of sales.