Data Source: Shopify
Metrics: 10
Metrics: 10
Metrics in This Group
| Metric | Description | When to Use |
|---|---|---|
| Total Revenue | Sum of all order revenue | High-level sales reporting |
| Gross Revenue | Revenue before discounts and refunds | Measure full price demand |
| Net Revenue | Revenue after discounts and refunds | Actual cash collected |
| New Customer Total Revenue | Total revenue from new customers | Track acquisition revenue |
| New Customer Gross Revenue | Gross revenue from new customers | New customer full-price demand |
| New Customer Net Revenue | Net revenue from new customers | Actual new customer collections |
| Returning Customer Total Revenue | Total revenue from returning customers | Track retention revenue |
| Returning Customer Gross Revenue | Gross revenue from returning customers | Returning customer demand |
| Returning Customer Net Revenue | Net revenue from returning customers | Returning customer collections |
| Subscription Initial Purchase Revenue | Revenue from first-time subscription orders | Value subscription acquisitions |
How These Metrics Relate
Revenue metrics follow a hierarchy:- Gross Revenue = Product price × Quantity (before any adjustments)
- Net Revenue = Gross Revenue - Discounts - Refunds
- Total Revenue = Net Revenue + Shipping + Tax (what customer paid)
Choosing the Right Metric
- Sales reporting: Use Total Revenue for headline numbers
- Demand analysis: Use Gross Revenue to see full-price demand
- Cash flow: Use Net Revenue for actual money collected
- Customer segmentation: Compare New vs Returning to understand revenue mix
- Subscription value: Use Subscription Initial Purchase Revenue to value subscriptions