> ## 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.

# Revenue Metrics: Track Total, Gross, and Net Revenue

> Track revenue metrics in Upstack. Includes Total Revenue, Gross Revenue, Net Revenue by customer type with formulas and examples.

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

<Info>
  **Data Source:** [Shopify](/sources/shopify)\
  **Metrics:** 10
</Info>

## Metrics in This Group

| Metric                                                                                                           | Description                                 | When to Use                     |
| ---------------------------------------------------------------------------------------------------------------- | ------------------------------------------- | ------------------------------- |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue)                                                 | Sum of all order revenue                    | High-level sales reporting      |
| [Gross Revenue](/reference/metrics/orders/revenue/gross-revenue)                                                 | Revenue before discounts and refunds        | Measure full price demand       |
| [Net Revenue](/reference/metrics/orders/revenue/net-revenue)                                                     | Revenue after discounts and refunds         | Actual cash collected           |
| [New Customer Total Revenue](/reference/metrics/orders/revenue/new-customer-total-revenue)                       | Total revenue from new customers            | Track acquisition revenue       |
| [New Customer Gross Revenue](/reference/metrics/orders/revenue/new-customer-gross-revenue)                       | Gross revenue from new customers            | New customer full-price demand  |
| [New Customer Net Revenue](/reference/metrics/orders/revenue/new-customer-net-revenue)                           | Net revenue from new customers              | Actual new customer collections |
| [Returning Customer Total Revenue](/reference/metrics/orders/revenue/returning-customer-total-revenue)           | Total revenue from returning customers      | Track retention revenue         |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue)           | Gross revenue from returning customers      | Returning customer demand       |
| [Returning Customer Net Revenue](/reference/metrics/orders/revenue/returning-customer-net-revenue)               | Net revenue from returning customers        | Returning customer collections  |
| [Subscription Initial Purchase Revenue](/reference/metrics/orders/revenue/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)

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

## 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