Metrics
Definitions, formulas and the benchmarks each play is measured against — so the same number means the same thing every time it’s quoted.
Interactive tools
Start with the map of what drives GMV, from the top-line equation down to the page-level rates a team can actually move.
The GMV tree
Traffic × Conversion × AoV − Cancellations, broken down into every driver beneath it, plus the brand, price and range levers that move those inputs. Click through the branches to see where a metric sits and what it feeds.
Open the tree →The funnel model
Spend → sessions → orders × AOV = GMV, split by traffic source, with a what-if slider for every step and a ranked list of where the upside is.
Open the model →Not written yet
This page will hold the measurement layer under the playbook. Planned contents:
Definitions
One agreed formula per metric, including which sessions, orders and revenue are in or out of scope.
Benchmarks
Ranges by category and business model, with the source and sample noted so they can be argued with.
Instrumentation
Where each metric is actually pulled from, and the known gaps between platforms that report the same thing differently.
A personal reference kept in the open. This page is a stub — it will fill up as the definitions get pinned down.