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Metrics

This article explains the main metrics and how they’re calculated to help you understand your store’s performance.

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Written by Team
Updated yesterday

Revenue Metrics

These metrics show how revenue evolves from gross to net, including the impact of discounts, returns, and other items, with calculations to help you understand your final net profit.
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Metric Name

Calculation

Definition

Gross Sales

Total Sales +
​Discounts +
​Returns

Full order value before any deductions (discounts, returns, or taxes).

Order Revenue

Total Sales +
​Returns

Customer-paid revenue including returns, still includes discounts and taxes.

Total Sales

Net Revenue +
​Taxes

Amount paid by customer, incl. taxes – actual money received.

Net Revenue

Total Sales -
​Taxes

Revenue after tax removal – amount kept before other cost deductions.

Net Sales

Total Sales -
​Taxes -
​Shipping Revenue -
​Other Revenue

Revenue from products only – excluding taxes, shipping and other non-product income.

Cost Metrics

These metrics show what’s included in total costs, covering all key cost categories like COGS, Shipping, Processing, Marketing, and OPEX.

Metric Name

Calculation

Definition

Total Costs

COGS + Shipping Costs + Cost to process order + Marketing Costs + OPEX

Sum of all major cost categories involved in fulfilling and running orders

COGS

Direct cost of goods sold (e.g. product purchase or manufacturing cost)

Shipping Costs

Cost of delivering products to customers (couriers, packaging, etc.)

Cost to process order

Operational costs related to handling and fulfilling an order

Marketing Costs

Spend on customer acquisition (ads, affiliates, influencers, etc.)

OPEX

Overhead & operational expenses (e.g. salaries, tools, rent, admin)

Profit Metrics

These metrics show how profit is calculated by gradually subtracting cost categories from Net Revenue.

Metric Name

Calculation

Definition

CM1

Net Revenue -
​COGS

Shows how much margin remains after covering product costs. It reflects product-level profitability.
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Best for optimizing product pricing and COGS. Helps identify high-margin vs. low-margin products.

CM2
Gross Profit

Net Revenue -
(COGS +
​Shipping Costs +
​Cost to process order)

Accounts for additional costs tied to fulfilling the order. Useful for evaluating order-level profitability.
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Useful for improving logistics and operational efficiency. Reveals how fulfillment costs affect margin.

CM3 Contribution Margin

Net Revenue -
(COGS +
​Shipping Costs +
​Cost to process order + Marketing Costs)

Also includes marketing expenses. Indicates profitability after direct costs needed to acquire and fulfill a sale.
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Ideal for optimizing marketing spend and customer acquisition costs. Shows if the full cost of selling is sustainable.

Net Profit

Net Revenue -
​Total Costs

Key for overall business performance tracking and financial planning. Reflects if the entire operation is profitable.

Performance Metrics

Metric Name

Calculation

Definition

AOV

(Gross Sales -
​Discounts) /
​Orders

Average order value.

RCR

Orders Returning /
​Orders Total

Returning Customer Rate.


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