Overview
These metrics help you evaluate how pricing changes affect performance. Many calculations use organic conversion rate and page views to ensure forecasting accounts for changes in ad spend and other marketing activity.
Metric Definitions
Reference Conversion Rate (30-day Organic CVR)
What it is:
Your average organic conversion rate over the last 30 days.
Equation:
Sum of orders / sum of page views (last 30 days, recalculated daily)
Example:
100 page views and 5 orders = 5% conversion rate
Reference Price (90-day Median Price)
What it is:
The median selling price over the last 90 days — used as your benchmark price.
Equation:
Median selling price (last 90 days)
Example:
Prices of $18, $20, and $22 → reference price = $20
Average Sales Price (ASP)
What it is:
The average price customers actually paid during the selected time period.
Equation:
Total sales / total units (calculated daily)
Example:
$2,000 revenue ÷ 100 units = $20.00 ASP
Forecasted Units
What it is:
Estimated daily units sold, based on page views and your organic CVR.
Equation:
30-day avg Organic Conversion Rate × page views (calculated daily)
Example:
1,000 page views × 5% CVR = 50 forecasted units
Forecasted Sales
What it is:
Estimated revenue based on forecasted units and your reference price.
Equation:
Forecasted units × reference price (calculated daily)
Example:
100 forecasted units × $20 = $2,000 forecasted sales
Gross Contribution Dollars (GCD)
What it is:
Measures additional revenue gained from pricing higher than the reference price.
Equation:
(ASP − reference price) × actual units (calculated daily)
Example:
ASP $25 vs. ref. price $20 on 100 units → $500 GCD
Volume Retention Cost (VRC)
What it is:
The negative version of GCD — measures revenue lost from discounting below the reference price.
Equation:
(ASP − reference price) × actual units (calculated daily)
Example:
ASP $20 vs. ref. price $25 on 100 units → –$500 VRC