The 30-day QBR report is intended to be the first data touchpoint a CSM makes with their customer to ensure 2 things:

This graph is a measurement of people in the referral funnel.

Referral Index - RI = Unique Referred Transactors** / Unique Advocates * 100

Advocacy Rate = Unique Advocates / Advocate Viewers * 100

Please note that your advocacy rate may be low if you have confirmation autopop enabled. This is because the confirmation autopop appears for every purchase made, so the number of Advocate Viewers will be very high. On the other hand, the confirmation autopop improves your Participation Rate (Advocates / Transactors**) because it drives advocacy!

Referral Rate = Unique Friends / Unique Advocates * 100

Register Rate = Unique Registrants / Friend Clickers * 100

Conversion Rate = Converters / Friend Clickers * 100

This graph shows marketers in a given time period 2 different metrics:

The count of active advocates gives you a clear count of the number of people advocating in that selected time period. We count a user as active if they have advocated on your behalf (e.g. the user has shared).

The portion on the right shows you the incomplete time period (e.g. "so far this week"). Rather than having a graph that is always down and to the right (due to an incomplete time period) we only graph complete times and show the incomplete time as a number. This will change based on the time period you select. For example, if you are looking at the last week grouped by days, this number will be the count of active advocates so far today. If you are looking at last year grouped by months, it will show you the count of active advocates so far this month.

This report gives you all of the unique messages and subject lines (if applicable) in a period of time.

This report exposes the reasons that we connected a friend outcome to an advocate, or how we created a relationship. On conversion, we look to see how the converting friend became a "friend" and the reason. This report exposes that reason along with the number of conversions attributed because of that reason and the revenue.

Coupon Code - the friend used a coupon code an advocate gave them.

Click - the friend clicked on a link shared by the advocate.

Matchback - the friend was a share recipient to the advocate so we matched back to that advocate.

Advocate Code - the friend used the advocate's advocate code on conversion.

Advocate Partner User ID - the company specified the advocate by passing their user ID to Extole.

We have separated AOV out to encompass 2 different dimensions: first conversion and subsequent. This allows marketers to see the average order values for both parties and how that might differ from their first purchase versus ongoing purchases.

It is important to understand whether or not the client is passing net or gross cart value on conversion. If they are passing us net revenue, there is a decent chance that the referral AOV for first purchases for friends is going to be lower than other channels because of the discount normally used on conversion.

We use the term "transactor" for every unique person who transacts in the specified period. In a given program, the desired outcome may be a download, a booking, or a registration. Both registrations and conversions are transacted events, so if the client has both events in their program, this is something to be aware of. If they're using email capture on the friend landing experience, please know that is counted as a registration at this time. That said, we only count each person once in a period, so if the client has two transaction events (like registration and conversion), the folks who do both steps will not be double-counted.

The Funnel Rates Against Benchmark, Referral Index, Count of Active Advocates, Unique Share Messages, and Average Order Value reports all have options to filter or group by language and country. For more on our language and country reporting options, please see this article.