Skip to main content
Total Revenue is what customers were charged at checkout: products after discounts, plus shipping and tax. Refunds processed later don’t reduce it. It’s the revenue base for MER, ROAS and Total AOV.

​
Formula

Total Revenue = SUM ( Order Total )

​
Formula Components

​
How it works

For each order, Upstack takes the order total Shopify recorded and adds it up by the date the order was created. A few consequences:
  • Discounts are already taken out. A $100 cart with a $15 code, $6 shipping and $7.28 tax contributes $98.28.
  • Refunds never reduce it. A refund in March on a February order leaves February’s Total Revenue unchanged. Use Net Revenue when you need refunds taken out.
  • Cancelling an order doesn’t remove it. Total Revenue has no cancellation filter. Cancellations are tracked separately in Cancelled Amount.
  • Your Reporting settings apply. Count pending orders as revenue, Count voided orders as revenue and Exclusion Filters under Settings → Reporting decide which orders are included.

​
Example

A home goods store’s January, built up from its order lines: In February the store processes $6,300 in refunds on January orders. January’s Total Revenue stays at $172,200. Net Revenue for January would be $168,000 − $18,480 − $6,300 = $143,220 if refunds are dated by original order date, because net revenue leaves out shipping and tax and subtracts refunds.

​
How to interpret it

  • Use it for top-line reporting and for MER and ROAS, where you want every dollar the store took in.
  • Don’t read it as product revenue. Shipping and tax can be a large share. In the example they’re 13% of Total Revenue.
  • Expect it to overstate recent weeks slightly relative to net revenue, because returns on recent orders haven’t happened yet.
  • Changes in tax or shipping policy move it even when product sales don’t. Check Gross Revenue before attributing a jump to demand.

​
Why it can differ from Shopify

Shopify keeps both a total before returns and a current total after returns. Upstack uses the total before returns, so any Shopify view built on post-return totals will be lower. Your Reporting settings can also exclude pending or voided orders, or orders matching exclusion filters, that Shopify still shows.

​
FAQ

Gross Revenue is line-item sales before discounts, without shipping or tax. Net Revenue is Gross Revenue minus discounts and refunds. Total Revenue is the order total: after discounts, with shipping and tax, before refunds.
Yes. Shopify’s order total includes tax, so Total Revenue does too.
Upstack uses the order total before returns. Refunds show up in Refund Amount and reduce Net Revenue.
See all Revenue metrics →