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Jack Archer · Internal Tools
Iris-Lite
The numbers.
Where they come from.
Every metric in this dashboard started as a question — revenue, conversion, traffic, retention.
This wiki is the answer. Source to formula to caveat, for every number on every tab.
No spreadsheet hunting. No Slack threads. Just answers.
Tab 01
Overview
Demand sales, orders, AOV, sessions, CVR — and the waterfall that explains why they changed.
Shopify
GA4
Computed
→
Tab 02
Traffic
Sessions by channel, bounce rate, pages per session, and new user %. Ten channels defined, every formula shown.
GA4
Computed
→
Tab 03
Meta Paid Social
Spend, ROAS, CTR, CPA, CPC, CPM, CvR — and exactly what Meta's attribution model means for each one.
Meta Ads
Computed
→
Tab 04
Email & SMS
Revenue, open rate, click rate, RPR, list growth — and why open rate is always email-only.
Klaviyo
Computed
→
Connected data sources
Shopify
Orders, demand sales, AOV, customer segments. Via Snowflake.
Google Analytics 4
Sessions, bounce rate, pages/session, channel breakdown. Via Snowflake.
Meta Ads
Spend, impressions, clicks, conversions, ROAS. Via Fivetran → Snowflake.
Klaviyo
Campaigns, flows, subscriber lists, open & click rates. Via REST API.