The exact meaning of every term you'll meet in Ello's dashboard and docs — so a number is never ambiguous.
The short version: Precise definitions for every Ello term: try-on, session, attributed revenue, attribution window, holdout, placement, app embed, wardrobe, overage, and the rest. When a dashboard number surprises you, start here.
| Term | Definition |
|---|---|
| Try-on | One AI generation placing a product on the shopper's photo. A front-and-back render for a back-print product is still one try-on and one credit. Failed renders release their credit and don't count. |
| Widget open | The shopper opening the try-on experience. Counted per event; unique sessions are deduplicated separately. |
| Session | A shopper's identity window — a random anonymous ID with a 7-day sliding lifetime (extended if your attribution window is 14 or 30 days). It connects opens, try-ons, and purchases without any personal information. |
| Attributed revenue | Revenue from orders where the same session tried on a product and then bought that product within the attribution window — tied at line-item level, at the discounted price actually paid, order-deduplicated, refunds netted. Also called qualified revenue. |
| Attribution window | How long after a try-on an order still counts: 7 days standard (and always the invoice basis); viewable at 7/14/30 days in Analytics, labeled. |
| Buy rate after try-on | The share of try-on sessions that purchased. Sometimes shown as try-on → purchase. |
| Holdout / Proof test | A deterministic slice of shoppers who never see any Ello surface — the control group. Lift = exposed vs holdout, with a verdict gated at 95% confidence, 200 sessions per group, and 10 buyers across the two. |
| Outfit test | The same holdout mechanism pointed at order value: with vs without the Complete the Look offer, reporting average-order-value lift. |
| Placement | Where the try-on entry lives: inline button below Add to cart, corner chip on the product photo, or the floating bubble — plus where results land (product photo or panel). |
| App embed | The Shopify theme-editor toggle that loads Ello on your storefront. Required, along with the button block, for the widget to appear. |
| Complete the Look | The post-try-on complementary-item offer, fed only by your Shopify Search & Discovery curation. Intro styles: Pairing, Whisper, Drop, Row, Classic. |
| Wardrobe | The shopper's saved looks — stored on their own device, uncapped, with editable outfit cards. |
| Fitting Room hub | A launcher-less entry (header block or nav link) opening the shopper's wardrobe and your full collection. |
| Overage | Opt-in billing for try-ons beyond your plan's allowance: $0.15 each, up to a spend cap you approved. Off by default — the default at your limit is a pause. |
| Daily try-on limit | The per-shopper fairness cap: 12 try-ons a day, doubling to 24 for shoppers who purchased through a try-on in the last 30 days. |
| Fit-risk product | A product tried on at least 5 times whose conversion sits at half your store average or less — a photos/pricing signal, not a verdict. |
| Returns intelligence | The return rate of tried-on items vs your store-wide baseline, computed from your own orders and refunds. |
| Config propagation | The ~30 seconds between saving a setting and shoppers' browsers picking it up. Hard refresh or ?ello_preview=1 to see changes instantly. |
Attributed revenue is an association: shoppers who tried on and then bought, counted under strict rules. Lift is causal: the difference between shoppers who could see try-on and a holdout who couldn't. Ello reports them separately and never dresses one up as the other.
A random, anonymous identifier with a 7-day sliding lifetime that connects a shopper's opens, try-ons, and purchases. No name, email, or account is involved.