Orders Metrics | Upstack Documentation

Orders metrics track your Shopify store’s revenue, order volume, and profitability. These metrics help you understand sales performance, customer behavior, and margin analysis across new and returning customers.

Data Source: Shopify
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)

METRICS

Orders Metrics: Track Revenue, Orders, and Profitability

Subcategories

When to Use

All Orders Metrics

Order Counts

Revenue

Average Order Value

Customers

Performance (ROAS, MER, CPA)

​Subcategories

​When to Use

​All Orders Metrics

​Order Counts

​Revenue

​Average Order Value

​Customers

​Performance (ROAS, MER, CPA)

Subcategories

When to Use

All Orders Metrics

Order Counts

Revenue

Average Order Value

Customers

Performance (ROAS, MER, CPA)