Understanding metrics and KPI definitions
Understanding Metrics and KPI Definitions
Datadrew uses a wide range of metrics across its dashboards. This article provides definitions for every key metric so
you can understand exactly what each number means and how it is calculated.
Shopify Sales Metrics
| | | | --- | --- | | Metric | Definition | | Net Revenue | Total revenue from orders after discounts and refunds,
excluding taxes and shipping | | Orders | Total number of orders placed in the selected period | | AOV (Average Order
Value) | Net Revenue divided by number of Orders | | Units Sold | Total quantity of individual product units sold | |
Customers | Total unique customers who placed orders in the selected period | | Average Selling Price | Net Revenue
divided by Units Sold — the average price per unit |
Customer Retention Metrics
| | | | --- | --- | | Metric | Definition | | Repeat Rate | Percentage of customers who placed more than one order.
Calculated as: (Repeat Customers / Total Customers) x 100 | | Repeat Customers | Customers who have placed 2 or more
orders | | New Customers | Customers placing their first-ever order in the selected period | | Returning Customers |
Customers who had placed at least one order before and placed another in the selected period | | Repurchase Rate | For a
specific product: the percentage of buyers who came back to make any additional purchase within the repurchase window |
Lifetime Value (LTV) Metrics
| | | | --- | --- | | Metric | Definition | | LTV (1m / 3m / 6m / 1y / 2y / 3y) | Cumulative revenue per customer within
the specified time window after their first order. For example, LTV 3m is the average total revenue generated per
customer within 3 months of their first purchase. | | Cohort Size | Number of new customers acquired in a specific
cohort period (month, week, quarter, or year) | | Cumulative Revenue per Customer | Total revenue from a cohort divided
by the number of customers in that cohort — this is LTV | | Weighted Average | The LTV averaged across all cohorts,
weighted by cohort size. Shown in the bottom row of the cohort heatmap. |
RFM Metrics
| | | | --- | --- | | Metric | Definition | | RFM Score | A composite score combining Recency, Frequency, and Monetary
scores (each scored 1-5) | | Recency Score | Based on days since last order. Score 5 = very recent, Score 1 = long ago |
| Frequency Score | Based on total number of orders. Score 5 = many orders, Score 1 = few orders | | Monetary Score |
Based on total spend. Score 5 = high spend, Score 1 = low spend | | RFM Segment | One of 10 customer segments
(Champions, Loyal, Promising, New Customers, Need Attention, Should Not Lose, Sleepers, Lost, Warm Leads, Cold Leads)
determined by the combination of R, F, and M scores |
Ad Performance Metrics
| | | | --- | --- | | Metric | Definition | | Ad Spend | Total amount spent on advertising on a given platform (Meta Ads
or Google Ads) | | CPC (Cost Per Click) | Ad Spend divided by number of Clicks — how much you pay per click | | CPM
(Cost Per Mille) | Ad Spend divided by Impressions, multiplied by 1,000 — cost per 1,000 impressions | | CTR
(Click-Through Rate) | Clicks divided by Impressions, multiplied by 100 — percentage of people who clicked after seeing
the ad | | Impressions | Total number of times the ad was displayed | | Clicks | Total number of times the ad was
clicked | | ROAS (Return on Ad Spend) | Revenue divided by Ad Spend — expressed as a multiple (e.g., 5x means $5 revenue
per $1 spent) | | Blended Catalog ROAS | Product revenue (from Shopify) divided by total ad spend across all connected
platforms (Meta + Google). This is a Datadrew-calculated metric. | | Blended Catalog Spend | Combined ad spend from Meta
Ads and Google Ads for a given product | | CAC (Customer Acquisition Cost) | Total ad spend for a cohort period divided
by the number of new customers acquired in that period |
Benchmark Metrics
| | | | --- | --- | | Metric | Definition | | P25 (25th Percentile) | The value below which 25% of comparable stores
fall. If your metric is below P25, you are in the bottom quartile. | | P50 (50th Percentile / Median) | The middle value
— half of comparable stores are above, half are below | | P75 (75th Percentile) | The value below which 75% of
comparable stores fall. If your metric is above P75, you are in the top quartile. |
Basket Analysis Metrics
| | | | --- | --- | | Metric | Definition | | Order Percentage | What percentage of all orders in the period contain
this particular product combination | | New Orders | Orders from first-time customers that contain this combination | |
Repeat Orders | Orders from returning customers that contain this combination |
Purchase Frequency Metrics
| | | | --- | --- | | Metric | Definition | | 1-timer / 2-timer / etc. | Customers who have placed exactly 1, 2, 3, etc.
orders in their lifetime | | X+ timer | Customers who have placed the specified number of orders or more (e.g., 5+
timers = customers with 5 or more orders) |
How Datadrew Calculates These Metrics
All metrics in Datadrew are calculated from your actual Shopify order and customer data, synced and transformed through
our data pipeline. This means:
- Real-time accuracy — Data is refreshed daily through automated syncs
- Currency-aware — All monetary values are displayed in your store's currency
- Multi-source blending — Ad metrics are blended across platforms for a unified view
- Consistent definitions — The same metric means the same thing across all dashboards
Need help? Contact us at support@datadrew.io or use the in-app chat.
Related articles
- Understanding key store metrics
- Understanding blended metrics
- Why do my numbers differ from Shopify/Facebook/Google?
- Customizing table columns in dashboards
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