# Data Review Metrics

## Load when

Use this reference for dashboards, daily/weekly/monthly reviews, channel contribution analysis, campaign review, or when the user provides performance data.

## Review principle

Separate four layers before deciding an action:

1. `Traffic quality`: exposure, CTR, CPC, source mix, search intent, creator/content fit.
2. `Conversion quality`: CVR, product click, payment CVR, AOV, review trust, page/live-room persuasion.
3. `Profit quality`: gross-profit ROI, channel net profit, refund loss, fulfillment/gift cost, commission, pit fee.
4. `Asset quality`: brand/category search lift, review growth, member growth, repeat purchase, reusable content, creator pool.

Do not call a channel healthy only because GMV or ROI rose. Check whether profit and assets improved.

## Metric dictionary

| Metric | Use for | Watchout |
| --- | --- | --- |
| GMV | Size of transaction result | Not profit; can rise while net profit falls |
| Ad spend | Paid scale and risk exposure | Must connect to marginal ROI and cash flow |
| ROI | GMV / ad spend | Too crude without gross margin and refund loss |
| Gross-profit ROI | Gross profit / ad spend | Still misses platform fee, gift, fulfillment, refund, commission, pit fee |
| Channel net profit | Channel GMV minus all direct channel costs | Best decision metric for scale/cut decisions |
| New-customer share | Acquisition value | Needs repurchase payback if first order loses money |
| Repurchase rate | LTV quality | Track by SKU role and cohort, not only aggregate |
| Refund loss | Profit leakage | Refund rate is not the same as monetary refund loss |
| Inventory days | Fulfillment and scale readiness | Low stock can break paid learning and reviews |
| CTR | Hook/cover/title match | High CTR with low CVR usually means landing or price/trust issue |
| CPC | Traffic cost | Low CPC can still be bad if intent is weak |
| CVR | Conversion efficiency | Diagnose by price, proof, reviews, SKU structure, service promise |
| AOV | Basket quality | AOV growth may hide discount or gift-cost damage |
| Live GPM / UV value | Live-room commercial efficiency | Needs refund and product-click context |
| Product click rate | Product interest after content/live explanation | Low rate means SKU, card, price, benefit, or sequence issue |
| Payment CVR | Final purchase trust | Low rate points to price, reviews, page, coupon, shipping, or customer-service concerns |
| Brand-word search | Mindshare and seeding effect | Must connect to landing conversion |
| Category-word search | New demand capture | Requires title/detail/search ad alignment |
| Review count and quality | Trust asset | Watch negative reasons and buyer-show quality |

## Daily review output

For daily reviews, output:

1. What changed: metric movement and affected channel/SKU.
2. Likely cause: traffic, conversion, profit, fulfillment, or asset layer.
3. Decision: keep, cap, scale, pause, change SKU, change content, or inspect landing.
4. Rule: stop/scale threshold for the next day.
5. Risk: inventory, refund, price conflict, claim/compliance, or review damage.

## Weekly review output

For weekly reviews, output:

| Area | Ask | Decision |
| --- | --- | --- |
| SKU role | Did each SKU do its job? | Keep, replace, bundle, split by channel |
| Channel profit | Which channel made contribution profit? | Scale, cap, or treat as asset budget |
| Content | Which hooks/creators/search terms created reusable assets? | Reuse, boost, brief more, or retire |
| Search/shelf | Did seeding convert into search and product-detail visits? | Fix title/detail/reviews or buy search harvest |
| Price control | Did any channel break the price ladder? | Separate SKU/spec/gift or forbid floor price |
| Fulfillment/reviews | Did scale create complaints or refund reasons? | Cap sales, change promise, fix CS/script |

## Monthly review output

For monthly reviews, output:

- Paid share vs natural share.
- Gross-profit ROI and channel net profit by channel.
- Brand/category-word search trend.
- New-customer cohort quality and first-order loss payback.
- Repurchase by SKU role.
- Creator/content reusable asset pool.
- Assortment and price-ladder change for the next month.