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 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

⚠️ 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.