Data Source: Shopify
Metrics in Category: 190+
Metrics in Category: 190+
Subcategories
| Subcategory | Metrics | Description |
|---|---|---|
| Order Counts | 9 | Order volume, units sold, and subscription orders |
| Revenue | 10 | Total, gross, and net revenue by customer type |
| Average Order Value | 9 | AOV calculations across revenue types |
| Customers | 8 | Customer counts and new vs returning rates |
| Adjustments | 51 | Refunds, discounts, shipping, and tax |
| Cost of Goods Sold | 22 | Product costs and variable costs |
| Fulfillment Costs | 14 | Handling, shipping, and fulfillment expenses |
| Transaction Costs | 9 | Payment gateway and transaction fees |
| Contribution Margin | 23 | CM1-CM4 margin calculations per order |
| Product Margin | 9 | Gross profit and product-level margins |
| Performance | 25 | ROAS, MER, CPA, and RAAD metrics |
| Lifetime Value | 6 | LTV and cohort analysis metrics |
When to Use
- Order Counts: When measuring order volume, units sold, or subscription acquisition
- Revenue: When analyzing top-line sales performance by customer segment
- Average Order Value: When optimizing cart value or comparing customer segments
- Customers: When tracking customer acquisition and retention rates
- Adjustments: When analyzing refund rates, discount impact, or tax/shipping revenue
- Cost of Goods Sold: When calculating product margins and cost structures
- Fulfillment Costs: When analyzing fulfillment efficiency and shipping expenses
- Transaction Costs: When evaluating payment processing costs
- Contribution Margin: When measuring profit contribution at different levels (CM1-CM4)
- Product Margin: When analyzing gross profit and product-level profitability
- Performance: When evaluating marketing efficiency with ROAS, MER, or CPA
- Lifetime Value: When analyzing customer value and retention over time
All Orders Metrics
Order Counts
| Metric | Description |
|---|---|
| Orders | Total number of orders placed |
| Units Sold | Total product units sold |
| New Customer Units Sold | Units sold to new customers |
| Returning Customer Units Sold | Units sold to returning customers |
| Units Per Order | Average units per order |
| New Customer Units Per Order | Average units per new customer order |
| Returning Customer Units Per Order | Average units per returning customer order |
| Subscription Initial Purchase Orders | First-time subscription orders |
| Subscription Initial Purchase % | Percentage of orders that are subscription initial purchases |
Revenue
| Metric | Description |
|---|---|
| Total Revenue | Sum of all order revenue |
| Gross Revenue | Revenue before discounts and refunds |
| Net Revenue | Revenue after discounts and refunds |
| New Customer Total Revenue | Total revenue from new customers |
| New Customer Gross Revenue | Gross revenue from new customers |
| New Customer Net Revenue | Net revenue from new customers |
| Returning Customer Total Revenue | Total revenue from returning customers |
| Returning Customer Gross Revenue | Gross revenue from returning customers |
| Returning Customer Net Revenue | Net revenue from returning customers |
| Subscription Initial Purchase Revenue | Revenue from first-time subscription orders |
Average Order Value
| Metric | Description |
|---|---|
| Total AOV | Average order value using total revenue |
| Gross AOV | Average order value using gross revenue |
| Net AOV | Average order value using net revenue |
| New Customer Total AOV | Total AOV for new customers |
| New Customer Gross AOV | Gross AOV for new customers |
| New Customer Net AOV | Net AOV for new customers |
| Returning Customer Total AOV | Total AOV for returning customers |
| Returning Customer Gross AOV | Gross AOV for returning customers |
| Returning Customer Net AOV | Net AOV for returning customers |
Customers
| Metric | Description |
|---|---|
| Unique Customers | Distinct customers who placed orders |
| New Customers | First-time customers |
| Returning Customers | Customers with prior purchases |
| New Customer % | Percentage of orders from new customers |
| Returning Customer % | Percentage of orders from returning customers |
| New Customer Gross Rate | New customer revenue as % of gross |
| Returning Customer Gross Rate | Returning customer revenue as % of gross |
| Average Orders Per Customer | Average number of orders per customer |
Performance (ROAS, MER, CPA)
| Metric | Description |
|---|---|
| CPA | Cost per acquisition |
| New Customer CPA | Cost per new customer acquisition |
| Returning Customer CPA | Cost per returning customer order |
| Total ROAS | Return on ad spend using total revenue |
| Gross ROAS | Return on ad spend using gross revenue |
| Net ROAS | Return on ad spend using net revenue |
| New Customer Total ROAS | New customer total ROAS |
| New Customer Gross ROAS | New customer gross ROAS |
| New Customer Net ROAS | New customer net ROAS |
| Total MER | Marketing efficiency ratio (total) |
| Gross MER | Marketing efficiency ratio (gross) |
| Net MER | Marketing efficiency ratio (net) |