Metrics & KPIs

Everything you need to know about how the numbers are defined, what they mean, and where they come from.

13 articles in this collection
Written by Tony Yin

Signups

Users who have submitted an email address

Written by Tony Yin
Updated over a week ago

Customers

Users who have purchased at least 1 order

Written by Tony Yin
Updated over a week ago

Average order value (AOV)

Average net revenue per non-fully-refunded order

Written by Tony Yin
Updated over a week ago

Average revenue per user (ARPU)

Average net revenue per buyers of any non-fully-refunded order

Written by Tony Yin
Updated over a week ago

Frequency

Average number of non-fully-refunded orders per customer

Written by Tony Yin
Updated over a week ago

Average days between purchases (ADP)

Average days between purchases across all non-fully-refunded orders

Written by Tony Yin
Updated over a week ago

Customer lifetime value (CLV)

Expected total spend from a customer

Written by Tony Yin
Updated over a week ago

Accounting

Gross revenue

Total sales after discounts, but before refunds, shipping, and taxes

Written by Tony Yin
Updated over a week ago

Net revenue

Total sales after discounts and refunds, but before shipping and taxes

Written by Tony Yin
Updated over a week ago

Cost of goods sold (CoGS)

Cost to you of the sold items, not including shipping and taxes

Written by Tony Yin
Updated over a week ago

Gross profit

Profit after deducting CoGS

Written by Tony Yin
Updated over a week ago

Gross margin

Gross profit as a proportion of net revenue

Written by Tony Yin
Updated over a week ago

Discounts (%)

How much discounts were used as a proportion of net revenue

Written by Tony Yin
Updated over a week ago