Orders that have been approved/accepted for processing by distributors
Retail KPIs for Sales, Distribution, and Marketing
A complete reference for the retail metrics measures across attendance, field visits, orders, sales and distribution. Browse by category, jump by letter, or search KPIs powering modern retail execution.
Accepted Orders
Orders
Adhoc Calls %
Calls & Visits
Percentage of calls made outside the PJP (permanent journey plan), typically unplanned or spontaneous visits.
Average O/Ls Ordered Per User
Attendance
Unique SKUs sold per order per user
Average Outlet Time per Day (hrs)
Calls & Visits
Average total time spent across all outlet visits per day.
Average Selling Price
Sales
Average price per unit sold (Total sales value ÷ Total quantity).
Avg Attendance Time
Attendance
Average time at which users mark their attendance (check-in time). Helps understand how early or late field work begins.
Avg Non PJP TC / day
Calls & Visits
Average number of outlet visits per day that are not part of the planned journey (PJP).
Avg Order Value / Day
Orders
Average order value generated per day.
Avg Order Value Per Outlet
Orders
Average order value generated per ordering outlet (Total order value ÷ Ordered outlets).
Avg Order Value Per User
Orders
Average order value generated per user (Total order value ÷ number of ordering users).
Avg PC / user /day
Calls & Visits
Average number of productive (order-generating) calls per user per day.
Avg PJP PC / user /day
Calls & Visits
Average number of productive calls (orders) made per user per day against planned PJP (Permanent Journey Plan) outlets.
Avg PJP TC / day
Calls & Visits
Average number of planned (PJP – permanent journey plan) outlet visits made per day across all users.
Avg PJP TC / user /day
Calls & Visits
Average number of PJP (permanent journey plan) outlet visits made per user per day.
Avg Sale Qty Per Outlet
Sales
Average quantity sold per billed outlet.
Avg Sale Value / Day
Sales
Average sales value generated per day.
Avg Sale Value Per Outlet
Sales
Average sales value generated per billed outlet.
Avg Sale Volume / Day
Sales
Average volume of goods sold per day.
Avg TC / day
Calls & Visits
Average number of outlet visits (total calls) made per day across all users.
Avg TC / user /day
Calls & Visits
Average number of outlet visits (total calls) made per user per day.
Avg Time Spent / Call (Mins)
Calls & Visits
Average duration spent per outlet visit (Total time spent ÷ Total calls).
Avg Time Spent / Call (Mm:Ss)
Calls & Visits
Average duration of each outlet visit, expressed in minutes and seconds.
Avg Time Spent / Outlet (Mins)
Calls & Visits
Average time spent per outlet visit (total time ÷ number of unique outlets visited).
Avg Time Spent / User / Outlet / Day (Mins)
Calls & Visits
Average time a user spends per outlet per day across all visits.
Avg Working Days / User
Attendance
Average number of days each user was present during the selected period.
Bill Amount From Orders
Sales
Total invoice value derived from previously placed orders.
Cash Discount
Sales
Discount provided for immediate or early payment (cash/quick settlement incentive).
Drop Size (Amount)
Orders
Average order value per order (Total order amount ÷ Total orders).
Drop Size (Amount)
Sales
Average sales value per bill (Total sales amount ÷ Total bills).
Drop Size (Quantity)
Orders
Average quantity per order (Total quantity ÷ Total orders).
Drop Size (Quantity)
Sales
Average quantity sold per bill.
Effectively Covered Outlets
Calls & Visits
Outlets that were visited and meaningfully engaged (e.g., order placed or activity completed).
Effectively Covered PJP Outlets
Calls & Visits
Number of PJP-planned outlets that were visited and resulted in meaningful engagement (typically order or activity completion).
Free Sales Amount From Price
Sales
Value of free goods calculated based on selling price.
Free Sales Quantity
Sales
Quantity of goods given free as part of schemes/promotions.
Freight Amount
Orders
Total logistics or delivery charges applied to orders.
Fulfilled Order Amount
Orders
Total value of orders that have been completely fulfilled/delivered.
Fulfilled Order Quantity
Orders
Total quantity of items that have been successfully delivered.
Fulfilled Orders
Orders
Orders that have been completely delivered/invoiced.
Geo Compliant Bills
Sales
Number of invoices generated within the defined geo-compliance range.
Geo Compliant Bills %
Sales
Percentage of total bills that are geo-compliant.
Geo Compliant Calls
Calls & Visits
Number of calls (order taking) where the salesperson was physically present within the defined geo-radius of the outlet during the visit.
Geo Compliant Calls %
Calls & Visits
Percentage of total calls that meet geo-compliance criteria (Geo Compliant Calls ÷ Total Calls).
Geo Compliant Orders
Orders
Number of orders placed within the defined geo-compliance radius of the outlet.
Geo Compliant Orders %
Orders
Percentage of orders that meet geo-compliance criteria.
Last Sale Date
Sales
Most recent date on which a sale/invoice was generated.
Last Visit Date
Calls & Visits
Most recent date on which a specific outlet was visited by any salesperson.
LPSC Orders
Orders
LPSC Orders (Lines Per Sales Call) are orders measured by the average number of SKU lines per call/order.
LPSC Sales
Sales
LPSC Sales (Lines per Sales Call) is the average number of SKU line items per sales invoice.
Monthly Sales Aggregate
Sales
Total sales value aggregated on a monthly basis.
NC Order Value
Orders
New Customer (NC) Order Value. When a new outlet is added whats the average of first order they give
NC Sale Value
Sales
Sale amount from New Customer (NC) or outlet onboarded
Nill Purchase From Visited Outlets
Calls & Visits
Number of outlets that were visited but did not place any order.
Non PJP Calls %
Calls & Visits
Percentage of total calls made outside the planned journey (Non-PJP Calls ÷ Total Calls).
Number of Days with Calls
Calls & Visits
Number of days in the selected period where at least one call (outlet visit with interaction) was recorded. Reflects consistency of field activity.
Number of Days With Orders
Orders
Number of days in which at least one order was placed.
Number of Days With Sales
Sales
Number of days in which at least one sale (invoice) occurred.
Number of Unique Days With Attendance
Attendance
Number of distinct days on which at least one user marked attendance. Indicates consistency of field activity across days.
Order Amount
Orders
Total monetary value of all orders placed.
Order Amount Without GST
Orders
Total order value excluding GST/taxes.
Order Discount
Orders
Total discount applied on orders (all discount types combined).
Order Frequency
Orders
Average number of times an outlet places orders within a defined period.
Order Quantity
Orders
Total number of units ordered across all SKUs.
Order Scheme Discount
Orders
Total discount value applied on orders due to schemes/promotions.
Ordered Outlets
Orders
Number of unique outlets that placed at least one order during a specified time frame
Out Of Range Calls (Total)
Calls & Visits
Number of calls made outside the predefined geo-radius or assigned outlet location (non-compliant visits).
Outlets Ordered / User
Calls & Visits
Average number of unique outlets per user from which orders are generated within a given period.
Partially Fulfilled Orders
Orders
Orders that were only partially delivered due to constraints like stock availability.
Placed Orders
Orders
Orders that have been created/submitted by users.
Primary Avg Sale Volume / Day
Sales
Average primary sales volume per day.
Primary Order Amount
Orders
Total value of orders placed from company/warehouse to distributor.
Primary Order Quantity
Orders
Total quantity ordered in primary sales (company to distributor).
Primary Order Quantity In Cases
Orders
Total primary order quantity converted into case units (company to distributor).
Primary Order Volume
Orders
Total volume of products ordered in primary sales.
Primary Sales Amount
Sales
Total sales value from company/warehouse to distributor.
Primary Sales Quantity
Sales
Total quantity sold in primary sales.
Primary Sales Volume
Sales
Total volume sold in primary sales.
Product GST
Orders
Total GST (tax) applied on ordered products.
Productivity (All)
Calls & Visits
Overall efficiency of calls, typically measured as productive calls out of total calls (includes both PJP and Non-PJP).
Productivity (Planned)
Calls & Visits
Efficiency of planned calls, measured as productive calls from PJP (permanent journey plan) outlets only.
Purchase Frequency
Sales
Average number of times an outlet makes purchases within a defined period.
Quantity In Cases
Orders
Total ordered quantity converted into case units (cartons/boxes).
Quantity In Cases
Sales
Total quantity converted into case/carton units.
Quantity In Size
Orders
Total ordered quantity based on SKU pack sizes or defined size units.
Quantity In Size
Sales
Total quantity based on SKU pack sizes or unit sizes.
Quantity In Volume
Orders
Total ordered quantity converted into volume (e.g., liters, ml).
Quantity In Volume
Sales
Total quantity expressed in volume units (liters/ml).
Rejected Orders
Orders
Orders that were declined or not approved.
Sales Actual Price
Sales
Final effective price after all discounts and schemes.
Sales Amount
Sales
Total revenue generated from completed sales transactions.
Sales Amount From MRP
Sales
Total sales value calculated based on maximum retail price.
Sales Amount From Price
Sales
Total sales value based on actual transaction price.
Sales Amount Pre Tax
Sales
Total sales value before applying taxes.
Sales Discount
Sales
Total discount applied during sales transactions.
Sales Discount Pre Tax
Sales
Total discount applied on sales before tax.
Sales QPS Scheme
Sales
Cumulative scheme benefits applied on invoices generated + sale return transactions over a scheme period
Sales Quantity
Sales
Total quantity of products sold.
Sales Scheme discount
Sales
Discount value applied through promotional schemes during sales.
Sales Schemediscount Pretax
Sales
Discount value from schemes applied before tax calculation.
Sales Total Weight
Sales
Total weight of products sold (based on SKU weight definitions).
Sales VC discount Value
Sales
Value of variable/conditional discounts applied on sales.
Secondary Avg Sale Volume / Day
Sales
Average secondary sales volume per day.
Secondary Order Amount
Orders
Total value of orders placed from distributor to retailer.
Secondary Order Quantity
Orders
Total quantity ordered in secondary sales (distributor to retailer).
Secondary Order Quantity In Cases
Orders
Total secondary order quantity converted into case units (distributor to retailer).
Secondary Order Volume
Orders
Total volume (e.g., liters/ml) of products ordered in secondary sales.
Secondary Sales Amount
Sales
Total sales value from distributor to retailer.
Secondary Sales Quantity
Sales
Total quantity sold in secondary sales.
Secondary Sales Volume
Sales
Total volume sold in secondary sales.
Selected Days (Without Sundays)
Attendance
Total number of working days in the selected date range, excluding Sundays. Used as a base to benchmark attendance and productivity metrics.
Short Call Percentage(3Min)
Calls & Visits
Percentage of total calls that lasted less than 3 minutes (indicator of low engagement).
Strike Rate (All)
Calls & Visits
Percentage of all calls (PJP + Non-PJP) that resulted in an order.
Strike Rate (Planned)
Calls & Visits
Percentage of PJP (permanent journey plan) calls that resulted in an order.
Strike Rate (Total)
Calls & Visits
Percentage of total calls that resulted in an order (Total Productive Calls ÷ Total Calls).
Strike Rate (Unique)
Calls & Visits
Percentage of unique outlets visited that resulted in at least one order.
Suggested Quantity
Orders
Quantity recommended by the system (e.g., AI/logic-driven suggestions) during order placement.
TLSD Orders
Orders
TLSD Orders (Total Lines Sold) is the total number of SKU line items sold across all orders.
TLSD Sales
Sales
TLSD Sales (Total Lines Sold) is the total number of SKU line items sold across all invoices.
Total Absent Marked
Attendance
Number of times users were marked absent. Helps track non-availability and potential coverage gaps.
Total Attendance Marked
Attendance
Total number of attendance records logged (includes all users and all days) for specified time period. Counts every attendance action.
Total Bills
Sales
Total number of invoices generated for sales transactions.
Total Calls
Calls & Visits
Total number of outlet visits where a sales rep initiated an order-related interaction. Includes repeat visits to the same outlet on the same or different days.
Total Calls Before 1 PM
Calls & Visits
Number of outlet visits completed before 1 PM in a day.
Total Calls Less Then 3Min
Calls & Visits
Number of outlet visits where the duration of the call was under 3 minutes.
Total Calls Per Day
Calls & Visits
Total number of outlet visits made per day across users.
Total Half-Day Marked
Attendance
Number of instances where users worked only half a day. Useful to identify partial productivity or exceptions.
Total Late Marked
Attendance
Number of times users checked in after the defined start time. Reflects punctuality and discipline in field operations.
Total Non-PJP Calls
Calls & Visits
Total number of outlet visits made outside the predefined journey plan (PJP).
Total Non-PJP PC
Calls & Visits
Number of productive calls (orders) generated from visits not part of the planned journey.
Total Orders
Orders
Total number of orders created in a specified time frame
Total Outlet Outstanding
Calls & Visits
Total pending payable amount and debit notes across all outlets (unsettled dues). One outlet can be mapped to multiple distributors and the payment due can also vary depending on the distributor.
Total PC
Calls & Visits
Total number of outlet visits that resulted in a successful outcome (Productive Calls or PC), typically an order placement.
Total PJP Calls
Calls & Visits
Total number of outlet visits made as per the Planned Journey Plan (PJP), regardless of whether they resulted in an order.
Total PJP PC
Calls & Visits
Number of productive calls (i.e., calls resulting in orders) made against outlets planned in the PJP (Permanent Journey Plan).
Total Present Marked
Attendance
Number of times field users were marked present in the system during the selected period.
Total Sales Amount For Invoice
Sales
Total value of all generated invoices.
Total Time Spent On Outlets (Hrs)
Calls & Visits
Total cumulative time spent by users at outlet locations during visits.
Total Visited Beats
Calls & Visits
Total count of beat visits, including repeated visits to the same beat.
Total Working Man-Days
Attendance
Sum of all full working days contributed by users. Typically calculated as:
Present days + (0.5 × Half-days)
Unique Attendance Users
Attendance
Number of distinct users who marked attendance at least once in the selected period.
Unique Billed Outlets
Sales
Number of distinct outlets for which invoices were generated.
Unique Call Users
Calls & Visits
User wise unique outlets visited, irrespective of productive / non-productive calls and the number of times an outlet is visited by the rep on the same day (or the period specified by the brand).
Unique Fulfilling Warehouse Count
Orders
Number of distinct warehouses that fulfilled orders in the given period.
Unique Non-PJP Calls
Calls & Visits
Number of distinct outlets visited that were not part of the PJP.
Unique Non-PJP PC
Calls & Visits
Number of distinct non-PJP outlets where an order was captured. Highlights opportunistic selling outside the plan.
Unique Order Users
Orders
Number of distinct users who have placed at least one order.
Unique Ordered Outlets
Orders
Number of distinct outlets that placed orders.
Unique Outlets Visited
Calls & Visits
Total number of distinct outlets visited during the selected period. Includes both productive and non-productive visits, across PJP and non-PJP.
Unique Outlets Visited/ User
Attendance
Number of distinct outlets visited by each user.
Unique Outlets Visited/ User
Calls & Visits
Average number of distinct outlets visited per user within a given period.
Unique PC
Calls & Visits
Number of distinct outlets where at least one order was successfully captured.
Unique PJP Calls
Calls & Visits
Number of distinct outlets visited as per the Permanent Journey Plan (PJP), regardless of whether an order was taken.
Unique PJP PC
Calls & Visits
Number of distinct PJP outlets where an order was captured during specified period. Indicates how effectively planned visits convert into sales.
Unique Sale Users
Sales
Number of distinct users who generated sales/invoices.
Unique SKUs
Orders
Number of distinct SKUs ordered within the given period.
Unique SKUs Sales
Sales
Number of distinct SKUs sold in the given period.
Unique Visited Beats
Calls & Visits
Number of distinct beats (routes/territories) that were covered at least once in the given period.
Visit Frequency
Calls & Visits
Average number of times an outlet is visited within a defined time period.
Visited But No Transaction
Calls & Visits
Number of outlet visits where no order or transaction was recorded.
