Glossary of Terms & KPI Definitions

You can group and filter most metrics by the dimensions below. The matrix shows which metric category each dimension is available on.

* Only available when one Shopify store is connected.

Your access to each metric depends on which connectors you have set up.

Gross Revenue Total value of your orders, including shipping revenue, including tax and accounting for checkout discounts, but not accounting for refunds.

Gross Product Revenue Gross revenue from products only, excluding shipping.

Gross Shipping Revenue Shipping fees paid by your customers to your business.

Gross Revenue less Refunds Gross Revenue with refunds deducted; refunds are tied to the original order date.

Net Revenue Total value of your orders, including shipping revenue, excluding tax and accounting for checkout discounts, but not accounting for refunds.

Net Revenue less Refunds Net Revenue with refunds deducted.

Net Revenue less Refunds and Shipping Net Revenue with refunds and shipping revenue both removed — useful for product-only economics.

New Customer Gross Revenue Gross revenue from orders placed by customers ordering for the first time.

Existing Customer Gross Revenue Gross revenue from orders placed by customers who have ordered before.

New Customer Revenue % Share of gross revenue coming from new customers.

Existing Customer Revenue % Share of gross revenue coming from existing customers.

Gross Revenue Mix % Each row's share of total gross revenue across the current breakdown — for example, each product's share of revenue when grouped by product.

Gross Revenue Percentile Each row's rank within the breakdown, from 0 to 100.

Contribution (before COGS) Net revenue (less refunds) minus marketing spend. A quick read on whether revenue is outpacing marketing investment. Does not yet account for product costs.

Gross Discount Revenue lost to checkout discounts. Excludes markdowns and price-list discounts.

Discount % Percentage of revenue lost to checkout discounts.

New Customer Discount % Discount % on new-customer orders.

Existing Customer Discount % Discount % on existing-customer orders.

Number of Orders with Discounts Count of orders where a checkout discount was applied.

% Orders Discounted Share of orders that had a checkout discount.

Gross Refund Product and shipping revenue refunded from orders placed in the selected date range. Refunds may have occurred outside of the selected date range — they're tied to the original order date.

Gross Product Refund Refunded product revenue.

Gross Shipping Refund Refunded shipping revenue.

Net Refund Refunds excluding tax.

Refund % Percentage of revenue refunded.

Existing Customer Refund % Refund % on existing-customer orders.

Orders Number of orders placed, excluding orders with zero gross revenue.

Orders (Including Zero Revenue Orders) Same as Orders, but counts zero-value orders (e.g. comp orders) too.

Units Sold Quantity of units sold across all orders.

Net Units Units sold net of refunded units.

Units Refunded Quantity of units refunded.

Units Allocated Units allocated to orders (for stock-allocation reporting).

Units per Order Average number of units per order.

New Customer Units per Order Units per order on new-customer orders.

Existing Customer Units per Order Units per order on existing-customer orders.

Average Order Value (AOV) Average order value, including tax and shipping as paid by your customers.

New Customer AOV AOV on new-customer orders.

Existing Customer AOV AOV on existing-customer orders.

Average Selling Price (ASP) Average revenue per unit.

Total Customers Number of unique customers who placed an order in the selected date range.

Customers Acquired (New Customers) Number of customers placing their first ever order in the selected date range.

Existing Customers Number of returning customers (customers who had ordered before the selected date range).

Existing Customers Mix % Share of customers that are returning.

Customers Acquired Mix % Share of customers that are new.

Customer Order Frequency Average number of orders per customer in the date range.

Existing Customer Order Frequency Average orders per existing customer in the date range.

6 / 12 / 24-month Order Frequency Average orders per cohort customer within 6, 12, or 24 months of acquisition.

3 / 6 / 12 / 24-month Repeat Rate Share of acquired customers who placed at least one additional order within the cohort window.

Average Days Between Orders Average gap between consecutive orders for repeat customers.

Sessions Number of visits to your website, pulled from Google Analytics.

Conversion Rate Share of sessions that resulted in an order.

Conversion Rate (incl. Untracked) Conversion Rate including orders that weren't matched to a Google Analytics session.

Platform Attributed Conversions Orders attributed to a marketing platform using that platform's own attribution model (Meta, Google, TikTok).

Platform Attributed Revenue Gross revenue from platform-attributed orders.

Platform ROAS

Platform ACoS

Ad Spend Total cost of your digital marketing campaigns across Google Ads, Meta Ads, TikTok Ads.

Clicks Number of clicks your ads received across connected platforms.

Impressions Number of times your ads were shown across connected platforms.

Max Search Impressions Maximum possible search impressions for your campaigns (used to calculate impression share).

Impression Share Share of total available impressions your ads captured.

Click-through Rate (CTR)

Cost per Click (CPC)

Cost per Mille (CPM) Cost per 1,000 impressions.

Cost per Order (CPO)

Return on Ad Spend (ROAS)

ROAS (Net Revenue less Refunds)

TACoS (Total Advertising Cost of Sales)

CAC (Customer Acquisition Cost) Average marketing spend per newly-acquired customer.

LTV Gross Revenue Gross revenue generated by a customer cohort. Reported on 6-month, 12-month, and 24-month windows.

LTV Net Revenue less Refunds Net revenue (less refunds) generated by a customer cohort, on 6 / 12 / 24-month windows.

LTV Contribution Average contribution per cohort customer.

LTV to CAC, Contribution

LTV Tax Tax generated by a cohort over the window (Product Tax + Shipping Tax variants also available).

Cumulative LTV variants Each LTV metric also has a cumulative variant that returns the running total per month-since-acquisition — used to plot LTV curves.

Tax Total tax across orders.

Product Tax Tax collected on products.

Shipping Tax Tax collected on shipping.

Tax less Refunds Tax net of refunded tax.

# SKUs Number of unique SKUs matching your filters.

Daily Rate of Sale Average units sold per day over the selected period.

Option Count Number of product options (variants).

Need a metric that isn't listed here? Get in touch — we're regularly expanding what's available.