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Analytics and definitions

2. Definitions: Metrics

What every number on Giftnote's Analytics pages means, report by report, and where to find the metrics you used before September 2026.

Written By Giftnote Admin

Last updated About 20 hours ago

What each number on Giftnote's Analytics pages means, and where to find the numbers you used before September 2026. To open Analytics, click Analytics in the Giftnote menu, or View analytics on the Home page.

Overview page

The main Analytics page is called Overview. It covers everything since you installed Giftnote, so it has no date range. Each report has its own. The report cards on this page are how you get around: click a card to open that report. To split your gifts by where they started, delivery method and medium, open Performance and see Where gifts started and How gifts were sent.

Dedicated pages

  • Performance: Gifts, Gift sales, Spend, Conversions and Average gift for your date range, compared with the period before. The chart shows each day, split by Gift Orders, Gift Cards and Multi Gifts. Click a metric to chart it. Sales use the left axis and gift counts the right. Change the date range (for example Last 7 days) at the top of the report.
  • Moments: your gifting month by month and around key dates such as Black Friday – Cyber Monday. Each key date gets its own report of what sold and when recipients came back.
  • Gift Cards: Gift card liability, headed by Still owed (unspent balance you still owe customers), then Redeemed, Expired unspent, Cards issued with the average card value, Store credit issued, and When the balance expires (next 30 days, 31–60 days, 61–90 days, later, or no expiry). These are live balances, so they ignore the date range.
  • Multi Gifts: Multi Gifts in range, Submitted, Completed and Sales in range for your date range, plus Recipients and Shipping and tax.
  • Conversions: recipients who later became paying customers. Shows Gifts sent, Unique recipients, Became leads and Bought (with the average days from gift to purchase), then Recipients who bought, New and repeat customers and How sure each match is.
  • Cohort: how the gifts from each month keep turning into sales in the months after.
  • Uplift: how much more your gift orders are worth than regular orders. It also has Gift Audit, which checks past orders in a date range for gifts that didn't go through Giftnote.
  • Products: your gifted products by gifts, sales, spend and conversions, with top categories, top vendors and a category breakdown. The table columns are Product, Gifts, Sales, Spend and Conv. Use Order by to reorder it (Sales, Gifts, Spend or Conversions).
Analytics → Gift Cards: gift card liability, what's still owed, redeemed and expired.
Analytics → Conversions: recipients who became leads and recipients who bought.

The Gift Orders card on the Overview page opens your Gift Orders list, not a separate report.

Where the old metrics went

If you used Giftnote before September 2026, here's where to find each number now.

  • Gifted revenue (revenue from orders with a gift) → Sales on Home and Gift sales on Performance.
  • Gifted orders and Giftnotes sent → Gifts (Performance) and Gifts Sent (Home).
  • Gifted AOV → Uplift, which compares gift orders with your regular orders.
  • Messages and gift cards breakdown, Message revenue and Vouchers revenue → the by-type split on Performance (Gift Orders, Gift Cards, Multi Gifts).
  • New conversions (a recipient who later bought) → Conversions, split into new and repeat customers.
  • Delivery methods chart → How gifts were sent (delivery method and medium) and Where gifts started on Performance.
  • Monthly view → the date range on each report, and Cohort for month-by-month results.
  • Top products → Products.
  • Lifetime analytics → the Overview page.

New purchasers, New recipients and Existing recipients don't appear as labels on the current Analytics pages. For the old Running total chart, use the Running total view on Cohort.

Cohort terms

  • Same, +1, +2…: the gift month, then months after it.
  • Conversion rate: conversions ÷ leads.
  • Cost per customer: spend ÷ conversions.
  • Return on spend: return per dollar spent (conversion sales ÷ spend).
  • Running total: adds each month to the ones before it. Pick Each month to see each month on its own.

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