Orders

Every order is tracked with its total value, discount, tax, shipping, refund amount, and item count. 

Orders also carry campaign attribution (which message drove the purchase, if any), device type, and channel (web, app, store).

You can also query the custom fields you hold on orders, for example order source, gift flag, or fulfilment warehouse. You can select which custom order fields are available in the Ometria platform. See Configuring custom fields and events.

✅ You can ask about

• Revenue
• Order counts
• AOV (average order value) 
• Discount analysis
• Refund rates
• Cross-channel analysis, e.g. engagement by channel, performance by channel, etc.
• Cross-device analysis
• New vs repeat buyer breakdowns
• Campaign-attributed revenue
• Breakdowns and filters by your custom order fields

⚠️ Watch out for

• All standard metrics use valid orders only by default. Cancelled and failed orders are excluded, but you can include them by specifying "include cancelled orders".
• Revenue figures already have refunds deducted. If you ask about "gross revenue" or "revenue before returns", the Insights Agent adds the refunded amounts back.
• Discounts are stored as absolute amounts, not percentages. The Insights Agent calculates discount rates for you, but it's worth knowing the underlying data is "£10 off", not "20% off".
• Each order carries a customer sequence number (1st order, 2nd order, etc.) — this is how first-time vs repeat buyer analysis works.
• Only the custom order fields you've made available are visible. If one you expect is missing, check your selection in Ometria. Some fields are excluded automatically. See Configuring custom fields and events.