> ## Documentation Index > Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt > Use this file to discover all available pages before exploring further. # Orders Metrics: Track Revenue, Orders, and Profitability > Track orders and revenue metrics in Upstack. View 190+ metrics including Revenue, AOV, COGS, Contribution Margin, and Customer Segmentation with formulas and examples. 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](/sources/shopify)\ **Metrics in Category:** 190+ ## Subcategories | Subcategory | Metrics | Description | | -------------------------------------------------------------------- | ------- | ------------------------------------------------- | | [Order Counts](/reference/metrics/orders/counts) | 9 | Order volume, units sold, and subscription orders | | [Revenue](/reference/metrics/orders/revenue) | 10 | Total, gross, and net revenue by customer type | | [Average Order Value](/reference/metrics/orders/aov) | 9 | AOV calculations across revenue types | | [Customers](/reference/metrics/orders/customers) | 8 | Customer counts and new vs returning rates | | [Adjustments](/reference/metrics/orders/adjustments) | 51 | Refunds, discounts, shipping, and tax | | [Cost of Goods Sold](/reference/metrics/orders/cogs) | 22 | Product costs and variable costs | | [Fulfillment Costs](/reference/metrics/orders/fulfillment) | 14 | Handling, shipping, and fulfillment expenses | | [Transaction Costs](/reference/metrics/orders/transaction) | 9 | Payment gateway and transaction fees | | [Contribution Margin](/reference/metrics/orders/contribution-margin) | 23 | CM1-CM4 margin calculations per order | | [Product Margin](/reference/metrics/orders/product-margin) | 9 | Gross profit and product-level margins | | [Performance](/reference/metrics/orders/performance) | 25 | ROAS, MER, CPA, and RAAD metrics | | [Lifetime Value](/reference/metrics/orders/ltv) | 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](/reference/metrics/orders/counts/orders) | Total number of orders placed | | [Units Sold](/reference/metrics/orders/counts/units-sold) | Total product units sold | | [New Customer Units Sold](/reference/metrics/orders/counts/new-customer-units-sold) | Units sold to new customers | | [Returning Customer Units Sold](/reference/metrics/orders/counts/returning-customer-units-sold) | Units sold to returning customers | | [Units Per Order](/reference/metrics/orders/counts/units-per-order) | Average units per order | | [New Customer Units Per Order](/reference/metrics/orders/counts/new-customer-units-per-order) | Average units per new customer order | | [Returning Customer Units Per Order](/reference/metrics/orders/counts/returning-customer-units-per-order) | Average units per returning customer order | | [Subscription Initial Purchase Orders](/reference/metrics/orders/counts/subscription-initial-purchase-orders) | First-time subscription orders | | [Subscription Initial Purchase %](/reference/metrics/orders/counts/subscription-initial-purchase-percent) | Percentage of orders that are subscription initial purchases | ### Revenue | Metric | Description | | ---------------------------------------------------------------------------------------------------------------- | ------------------------------------------- | | [Total Revenue](/reference/metrics/orders/revenue/total-revenue) | Sum of all order revenue | | [Gross Revenue](/reference/metrics/orders/revenue/gross-revenue) | Revenue before discounts and refunds | | [Net Revenue](/reference/metrics/orders/revenue/net-revenue) | Revenue after discounts and refunds | | [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue) | Total revenue from new customers | | [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue) | Gross revenue from new customers | | [New Customer Net Revenue](/reference/metrics/orders/revenue/new-customer-net-revenue) | Net revenue from new customers | | [Returning Customer Total Revenue](/reference/metrics/orders/revenue/returning-customer-total-revenue) | Total revenue from returning customers | | [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Gross revenue from returning customers | | [Returning Customer Net Revenue](/reference/metrics/orders/revenue/returning-customer-net-revenue) | Net revenue from returning customers | | [Subscription Initial Purchase Revenue](/reference/metrics/orders/revenue/subscription-initial-purchase-revenue) | Revenue from first-time subscription orders | ### Average Order Value | Metric | Description | | ------------------------------------------------------------------------------------------ | --------------------------------------- | | [Total AOV](/reference/metrics/orders/aov/total-aov) | Average order value using total revenue | | [Gross AOV](/reference/metrics/orders/aov/gross-aov) | Average order value using gross revenue | | [Net AOV](/reference/metrics/orders/aov/net-aov) | Average order value using net revenue | | [New Customer Total AOV](/reference/metrics/orders/aov/new-customer-total-aov) | Total AOV for new customers | | [New Customer Gross AOV](/reference/metrics/orders/aov/new-customer-gross-aov) | Gross AOV for new customers | | [New Customer Net AOV](/reference/metrics/orders/aov/new-customer-net-aov) | Net AOV for new customers | | [Returning Customer Total AOV](/reference/metrics/orders/aov/returning-customer-total-aov) | Total AOV for returning customers | | [Returning Customer Gross AOV](/reference/metrics/orders/aov/returning-customer-gross-aov) | Gross AOV for returning customers | | [Returning Customer Net AOV](/reference/metrics/orders/aov/returning-customer-net-aov) | Net AOV for returning customers | ### Customers | Metric | Description | | -------------------------------------------------------------------------------------------------- | --------------------------------------------- | | [Unique Customers](/reference/metrics/orders/customers/unique-customers) | Distinct customers who placed orders | | [New Customers](/reference/metrics/orders/customers/new-customers) | First-time customers | | [Returning Customers](/reference/metrics/orders/customers/returning-customers) | Customers with prior purchases | | [New Customer %](/reference/metrics/orders/customers/new-customer-percent) | Percentage of orders from new customers | | [Returning Customer %](/reference/metrics/orders/customers/returning-customer-percent) | Percentage of orders from returning customers | | [New Customer Gross Rate](/reference/metrics/orders/customers/new-customer-gross-rate) | New customer revenue as % of gross | | [Returning Customer Gross Rate](/reference/metrics/orders/customers/returning-customer-gross-rate) | Returning customer revenue as % of gross | | [Average Orders Per Customer](/reference/metrics/orders/customers/average-orders-per-customer) | Average number of orders per customer | ### Performance (ROAS, MER, CPA) | Metric | Description | | ---------------------------------------------------------------------------------------- | -------------------------------------- | | [CPA](/reference/metrics/orders/performance/cpa) | Cost per acquisition | | [New Customer CPA](/reference/metrics/orders/performance/new-customer-cpa) | Cost per new customer acquisition | | [Returning Customer CPA](/reference/metrics/orders/performance/returning-customer-cpa) | Cost per returning customer order | | [Total ROAS](/reference/metrics/orders/performance/total-roas) | Return on ad spend using total revenue | | [Gross ROAS](/reference/metrics/orders/performance/gross-roas) | Return on ad spend using gross revenue | | [Net ROAS](/reference/metrics/orders/performance/net-roas) | Return on ad spend using net revenue | | [New Customer Total ROAS](/reference/metrics/orders/performance/new-customer-total-roas) | New customer total ROAS | | [New Customer Gross ROAS](/reference/metrics/orders/performance/new-customer-gross-roas) | New customer gross ROAS | | [New Customer Net ROAS](/reference/metrics/orders/performance/new-customer-net-roas) | New customer net ROAS | | [Total MER](/reference/metrics/orders/performance/total-mer) | Marketing efficiency ratio (total) | | [Gross MER](/reference/metrics/orders/performance/gross-mer) | Marketing efficiency ratio (gross) | | [Net MER](/reference/metrics/orders/performance/net-mer) | Marketing efficiency ratio (net) |