Revenue Metrics: Track Total, Gross, and Net Revenue

Revenue metrics track the monetary value of orders at different calculation levels. Use these to analyze top-line performance across customer segments.

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Metrics in This Group

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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)

Each level is available segmented by New Customer and Returning Customer.

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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