Total sales after discounts, but before refunds, shipping, and taxes.
Gross revenue = Total sales - Discounts
Total sales after discounts and refunds, but before shipping and taxes.
Net revenue = Total sales - (Discounts + Refunds)
We always use net revenue where applicable.
Cost of goods sold (COGS)
Cost of the sold products, not including shipping and taxes.
Profit after deducting COGS, shipping, and taxes from net revenue.
Gross profit = Net revenue - (COGS + Shipping + Taxes)
Gross profit after advertising vosts (GPAAC)
Profit after deducting advertising costs from gross profit.
GPAAC = Gross profit - Advertising costs
Discount percentage of total sales.
% Discount = Total discounts / Total sales
Users who have submitted an email address, whether for creating an account or signing up for newsletter.
Users who have purchased something.
Users who have purchased something for the first time in a given time period.
Users already signed up by the beginning of the time period, and who have purchased something for the first time during the time period.
Customers who have purchased something during a given time period, having purchased only 1 order by the start of the time period.
Users whose last order date is more than 2x ADP days, or users who signed up more than 2x ADP days ago with no purchase.
Churned = [(Days since last order) or (Days since signup)] > (ADP * 2)
Average order value (AOV)
Average net revenue per non-fully-refunded order.
AOV = Net revenue / Orders
Average orders per user (AOPU)
Average number of non-fully-refunded orders per buyer.
AOPU = Orders / Buyers
Average revenue per user (ARPU)
Average net revenue per buyer of any non-fully-refunded order.
ARPU = Net revenue / Buyers
Customer lifetime value (CLV)
Forecasted net revenue for a customer normalized over 2 years.
Details: Simple CLV, Advanced CLV
Average days between purchases (ADP)
Average days between purchases across all orders.
ADP = Days between orders / Orders
Acquisition to churn rate (ACR)
New users (email signups and/or buyers) relative to churned users. ACR > 1 means acquisition exceeds churn, ACR < 1 means acquisition is lower than churn.
ACR = Signups / Churned
Percentage of customers who made more than 1 purchase within a given period.
Repurchase Rate = Customers with > 1 orders / Customers