Metric definitions
DraftEvery figure velur publishes, what it means, and the arithmetic behind it.
How to read this page
Each definition below is the one the console shows beside the number, read from the same file the product computes from. Nothing on this page is retyped, so the words here cannot describe a different formula than the one that produced the figure in your brief.
A definition carries a version. Changing a formula bumps that version, and the days that were already computed keep the version that computed them. A figure from last March still says which arithmetic made it.
A day is your own calendar day, closed at midnight in your store's timezone. Orders count on the day the order was placed. Refunds count on the day the refund was issued, not the day of the original order, which is why net revenue can be negative on a heavy-refund day.
Two further metrics, ad spend and blended ROAS, exist for workspaces with an ad platform connected. They are not published here yet.
Gross revenue
gross_revenue_daily- What it is
- Everything you sold that day, before discounts, with shipping and tax excluded.
- How it is computed
- sum(order line items) · before discounts · excl. shipping & tax
- Version
- v1
Net revenue
net_revenue_daily- What it is
- What you actually kept: sales minus the discounts you gave and the refunds you paid out that day. Can go negative on a heavy-refund day.
- How it is computed
- gross − discounts (order-dated) − refunds (refund-dated)
- Version
- v1
Orders
orders_daily- What it is
- How many orders were placed that day, on your local calendar day.
- How it is computed
- count(orders on tenant-local day)
- Version
- v1
Average order value
aov_daily- What it is
- What the typical order was worth after discounts.
- How it is computed
- (gross − discounts) ÷ orders · rounded to the cent
- Version
- v1
Refunds
refund_amount_daily- What it is
- Money you gave back that day, counted on the day the refund was issued, not the day of the original order.
- How it is computed
- sum(refunds issued that day)
- Version
- v1
Refund rate
refund_rate_daily- What it is
- Refunds issued that day as a share of that day's sales: a daily cash view of returns, not a product return rate.
- How it is computed
- refunds issued that day ÷ gross booked that day
- Version
- v1
New customers
new_customers_daily- What it is
- People whose first-ever order with you landed that day.
- How it is computed
- count(orders that are a customer's first)
- Version
- v1
Repeat customer rate
repeat_customer_rate_daily- What it is
- Of that day's orders, the share placed by customers who had bought from you before. Guest checkouts count as orders, never as repeat customers.
- How it is computed
- orders by returning known customers ÷ all orders
- Version
- v2
MRR
mrr_eod- What it is
- Your subscription run-rate at the end of the day: revenue that renews by itself. Trials and unpaid first invoices are not in it. A subscription set to end stays in until its paid period runs out.
- How it is computed
- sum(monthly value of subscriptions billing at end of day) · trials excluded · scheduled cancellations count to period end
- Version
- v2
DRAFT: guest checkouts
An order with no customer identity is revenue like any other order, and is never a new customer and never a repeat customer. The full account of how guest orders move through each metric is not written here yet.