Glossary
Dictionary of analytics and E-commerce terms.
ABC Analysis
A method for classifying inventory by importance (usually by revenue or profit).
ACOS
“what percentage of advertising sales was taken by advertising.”
Advertising (Ads)
Paid promotion of products within the marketplace.
Advertising Auction
“competitors are also bidding for traffic.”
Auto Strategy
convenient, but it can 'suck' the budget without strict limits.
Bid
the main lever for managing traffic volume.
Broad Queries
provide volume but often worsen DRR.
Commission
Even a +1–2% commission can 'kill' profits with thin margins.
Contribution After Marketplace
The 'skeleton' of profit, onto which advertising and returns are later added.
Conversion
conversion = CR, simply in Russian.
Cost Per Order (CPO/CPA)
the bridge between CPC and profit.
Cost Price
If the cost price is outdated in the model, the entire economy becomes a fantasy.
CPC
“how much we pay for one click.”
CPM
Cost per thousand impressions.
CR
“how well the card converts traffic into orders.”
Crisis Management
Actions in emergency situations (sharp decline, OOS, blockage).
CTR
answers the question 'does the creative/offer in the listing actually catch attention?'.
DRR
the main indicator of 'are we buying sales too expensively?'.
Forecasting
Calculating future sales for procurement planning.
Gross Profit
Profit from sales minus the cost of goods sold.
Hero / Growth / Problem SKU
helps manage priorities without chaos.
Incrementality
Did the advertising generate new sales or simply redistribute them?
Inventory
Inventory is tomorrow's sales and today's OOS risk.
Inventory Analysis
Stock control to prevent OOS and overstocking.
Lead time
If the lead time exceeds the days of stock — OOS is almost inevitable.
Logistics
is often fixed in monetary terms, which hits harder on cheap products.
Margin
Margin shows the 'buffer' for discounts and promotions.
Marketplace Fees
All platform deductions: for sales, logistics, and acquiring.
Negative Keywords
“cutting out junk traffic.”
Net Profit
The final profit of a business after deducting all expenses.
OOS
OOS kills sales, organic reach, and can drain the advertising budget.
Organic Cannibalization
pay for what you could have gotten for free.
Price
Price changes often affect profit non-linearly.
Price Elasticity of Demand
How much sales change with a change in price.
Pricing
The process of setting a product price considering costs, competitors, and demand.
Profit
Profit is not revenue and not margin 'on paper'.
Redemptions
“how many orders turn into money.”
Reorder Point
“When to reorder to avoid going out of stock.”
Returns
Returns are not just a 'loss of sales'; they also represent expenses/losses/rating.
Revenue
The total amount of money received from the sale of goods over a period.
ROAS
“how much was earned for every dollar spent on advertising.”
ROI
Return on Investment (ROI).
Safety Stock
Your protection against sudden OOS.
Sales per Day (Velocity)
The key to OOS forecasting and supply planning.
Semantics
“the words through which you are found and clicked on.”
SKU
Profit, DRR, and inventory are better controlled at the SKU level.
Stockout (OOS)
Synonym for OOS: out of stock.
Troubleshooting
Identifying and resolving issues that hinder sales.
Turnover
shows how many days a product 'sits' in the warehouse at current demand.
Turnover Days
How many days the current stock of goods will last.
Unit Economics
We sell profit, not turnover.