Ecomm Report Basics

The Ecomm Reports section is great for understanding customer trends across various business use cases, including acquisition cohorts, products, and customer lifecycles.

The Ecomm reports also offer detailed high-level sales information, such as the performance of specific discount codes and the impact of special business events like sales and product launches on customer composition.

Each report has a set of core functions. We will review each of them below.

Filtering

The Ecomm reports' filters allow you to sort data based on different attributes, including order date, customer acquisition date, and post-acquisition window. You can find many other filters in The "More" dropdown.

Date Filtering

When using the order date filter, you will filter customers based on whether they placed an order within the specified time period. Order date applies to new and returning customers. The customer acquisition date filters customers based on their first purchase meaning all the customers were new at the time the order was placed.

Both filters allow you to select from various operators for deeper granularity, including filtering on specific ranges or excluding all orders that happened before a certain date.

Most date filters in the Ecomm reports default to the past two years. The past two years' filter will include current and past year data.

Post - Acquisition Window

The Post-Acquisition Window is a filter used to standardize metrics for customers acquired at different times so that they can be compared against each other. It allows you to compare metrics such as LTV and repurchase rates between cohorts acquired at different points without biasing toward older cohorts.

Within the Ecomm Reports table, you will see several metrics with "(post-acquisition window)." These are the metrics that are controlled when that filter is changed.

If a metric does not have "(post-acquisition window)" next to it, the post-acquisition window filter does not impact it.

Reports in Decile default to a 12-month post-acquisition window. However, this can be changed to fit the granularity that makes the most sense for your business.

You can find more information on the Post Acquisition window here.

Audience Name

The audience name filter allows the data in the Ecomm reports to be viewed by specific audiences. All audiences under the audiences tab in the left-hand navigation are available in the audience name filter in the Ecomm reports.

An audience can be added to a report by selecting the dropdown under the audience name. Then hit the blue refresh button to view the changes.

Customization

Decile comes with 29 out-of-the-box Ecomm Reports with a variety of standard filtering.

Customizations beyond the standard reports, including the creation of new reporting or the addition of filters or metrics within the reports, require custom work and may be an additional cost.

If you need additional customizations for a specific report, please contact spport@decile.com.