This article contains a list of metrics used in TrueProfit's reports. Use Ctrl+F to quickly find the term you're looking for.

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Dashboard
Product Analytics
Orders Report
Marketing Attribution
Customer Lifetime Value

Dashboard

Metric	Definition	Formula
Orders	The total number of orders in the selected time range.
Units Sold	The total number of units sold in the selected time range.
Revenue	The total amount of money generated from sales of products or services before any expenses are deducted, also known as Total sales in Shopify.	Revenue = Gross Sales – Discounts – Returns + Taxes Collected + Shipping Charged
Total Costs	The sum of all expenses in the selected time range.	Total Cost = Cost of Goods Sold + Handling Fees + Shipping Cost + Ad Spend + Transaction Fees + Custom Spend + Taxes Paid
Net Profit	The profit you make after deducting all costs in your store.	Net Profit = Revenue + Tips + Gift Card Sales - Total Cost - Taxes Collected
Net Profit Margin (%)	Your business's profitability when comparing net profit to sales revenue. The higher the margin rate, the more profitable you are for each dollar spent.	Net Profit Margin = (Net Profit / Revenue) * 100
Gross Sales	Gross sales is pulled from your Shopify store data. The product price for this equation is the price before taxes, shipping, discounts, and returns.
Gross Profit	The profit you make after subtracting the costs of producing and distributing your products.	Gross Profit = Revenue + Tips + Gift Card Sales - COGS - Shipping Cost - Transaction Fees - Handling Fees
Gross Profit Margin (%)	Your business's profitability when comparing gross profit to sales revenue. The higher the margin rate, the more profitable you are for each dollar spent.	Gross Profit Margin = (Gross Profit / Revenue) * 100
Discounts	The total discount value synced from your orders.
Cost of Goods Sold (COGS)	The direct cost of manufacturing your products. See how to set up COGS in the app
Handling Fees	This is the amount that covers all expenses regarding fulfillment, such as warehouse storage cost, shipment cost, and packing cost. This fee is set up in the Cost of Good setting and applied per product.
Total Ad Spend	The total amount you spent on advertising pulled from ads platforms. TrueProfit currently supports: Facebook, Google Ads, Microsoft, Amazon, TikTok, Taboola, Pinterest, Snapchat, and X. Learn more
Shipping Costs	The costs you need to pay in order to deliver your products. See how to set up shipping costs in the app
Custom Costs	Other expenses such as software, app fees, influencers payments, rent, staff salary, Shopify plan, or more. This cost can be configured in the Custom cost setting
Transaction Fees	The amount of money that your payment gateways (PayPal, Stripe, etc.) and Shopify charge for each of your order. Learn more
Taxes Paid	Taxes Paid are what your business have to pay the government. The Taxes Paid expenses are set up manually in the Taxes page. This metric is calculated as a cost for your store.
Average Order Value (AOV)	The average amount each customer spends in one order. Higher AOV often means higher profit margin, because most cost per order is fixed whether someone buys more or less.	Average Order Value = Revenue / Orders
Average Order Cost	The average cost needed to acquire an order.	Average Order Cost = Total Cost / Orders
Average Order Profit	The average profit you earn from one order.	Average Order Profit = Net Profit / Orders
Ad Spend Per Order	The average ad spend needed to acquire an order.	Ad Spend per Order = Total Ad Spend / Orders
Purchase Frequency	The average number of times your customers make a purchase in the time period.	Purchase Frequency = Orders / Total Customers
Total Customers	The total number of unique customers who have placed orders in your store. This includes both first-time customers and returning customers.	Total Customers = Total Recurring Customers + Total New Customers
New Customers	New Customers includes all first customers, whether they have an order or not. You can compare this in the Customer List section in Shopify store admin.
Repurchase Rate	Repurchase Rate measures the percentage of customers who make a repeat purchase after their initial purchase, indicating customer loyalty and satisfaction with a store or product.	Repurchase Rate = [Second-time-purchase Customers / Total Customers] * 100
CAC	Customer Acquisition Cost (CAC) is the total cost of sales and marketing efforts that are needed to acquire a customer.	CAC = Total Ad spend + Total Custom Costs with LTV:CAC / New Customers (Number of first customers)
Shipping Charged	The amount you charge your customers when shipping their orders. This is set up in Shopify and automatically pulled into TrueProfit as an income for your store.
Taxes Collected	Taxes Collected are what you charge your customer per order. The default sale tax rates are calculated and updated regularly by Shopify. TrueProfit automatically syncs this metric as an income of your store.
Tips	Online tipping enables your customers to add a tip to their order on the payment page when they check out. Tips are calculated either by a percentage of the order total or by a custom amount. This is set up in Shopify and automatically pulled into TrueProfit.
Gift Card Sales	The total value of gift cards that you have sold to customers, synced from Shopify.
Returns	The value of all items returned over the selected time period, synced from Shopify's Sales finance report.
ROAS	Return on Ad Spend (ROAS) measures the amount of revenue your business earns for each dollar spent on advertising platforms.	ROAS = Revenue / Total Ad Spend
POAS	Profit on Ad Spend (POAS) measures the amount of profit your business earns for each dollar spent on advertising platforms.	POAS = Gross Profit / Total Ad Spend
ncROAS	Return on ad spend from new customers (ncROAS) measures the amount of revenue from new customers your business earns for each dollar it spends on advertising platform.	Return on Ad Spend from New Customers = Total New Customers Revenue / Total Ad Spend

Product Analytics

Metric	Definition	Formula
Revenue	The income before any expenses are subtracted
Units Sold	The total number of individual items sold of a product.
Cost of Goods Sold	Cost of goods sold (COGS) is the direct cost of manufacturing your products. Learn more
Ad Spend	Total ad spend per product pulled from UTM parameters. To get accurate data for this metric, make sure you've set up TrueProfit's parameters. Learn more about our Parameter Generator Extension.
Total Costs	The total costs of the product in the selected period.	Total Cost = COGS + Transaction Fee + Handling Fee + Shipping Costs + Ad Spend
Net Profit	The amount of money you gain after all costs are deducted.	Net Profit = Revenue - Total Cost
Net Profit Margin	Your business's profitability when comparing net income to sales revenue. The higher the margin rate, the more profitable you are for each dollar spent.	Net Profit Margin = (Net Profit / Revenue)*100
Net Profit on Ad Spend	Net Profit on Ad Spend quantifies the efficiency of marketing expenses by calculating the amount of net profit generated for each dollar spent on advertising.	Net Profit on Ad Spend = Net Profit / Ad Spend
Gross Profit	Gross profit is revenue minus the cost of producing your goods.
Gross Profit Margin	Your business's profitability when comparing gross profit to sales revenue. The higher the margin rate, the more profitable you are for each dollar spent.	Gross Profit Margin = (Gross Profit / Revenue) * 100
Views	The number of page views that the product received.
Adds to Cart	The number of times the product was added to the shopping cart.
Add to Cart Rate	The percentage of sessions where the product was added to the shopping cart.	Add to Cart Rate = (Add to Cart / View) * 100
Purchases	How many times the product has been purchased successfully. Calculated based on the number of orders containing the product.
Conversion Rate	The percentage of sessions where the product was purchased.	Conversion Rate = (Purchase / View) * 100

Orders Report

Metric	Definition	Formula
Revenue	The total amount of money generated from sales of products or services before any expenses are deducted.
Shipping Costs	The costs you need to pay in order to deliver your products. This cost is synced from any connected integrations (Shipping Providers/Shopify Shipping/Dropshipping Platforms), or calculated based on your Shipping Cost settings.
Total COGS	The total COGS of all items sold in each order. This cost is synced from any connected integrations (Dropshipping Platforms), or calculated based on your Cost of Goods settings
Transaction Fees	The amount of money that your payment gateways (PayPal, Stripe, etc.) and Shopify charge for each order.
Handling Fees	The fees in each order to cover the costs associated with processing and handling the items before they are shipped to the customer. This fee is calculated based on your setting in the Cost of Goods page.
Gross Profit	The profit you make after subtracting the costs of producing and distributing your products.	Gross Profit = Revenue + Tips + Gift Card Sales - COGS - Shipping Cost - Transaction Fees - Handling Fees
Gross Profit Margin (%)	Your business's profitability when comparing gross profit to sales revenue. The higher the margin rate, the more profitable you are for each dollar spent.

Marketing Attribution

Metric	Definition	Formula
Ad Sources	All ad campaigns, ad groups, ad sets, and ads from the channels connected to your store on TrueProfit. How to connect ad channels with TrueProfit.
Assisted Purchases	Ads that your customers clicked on to view your products but did not purchase, generated by any platform, count as assisted purchases. This metric is reported by TrueProfit's UTM tracking and attribution data.
Last-clicked Purchases	The last-clicked ad that led to a successful purchase. This metric is reported by TrueProfit's UTM tracking and attribution data.
Impressions	How often your ad is shown in each channel. This metric is pulled from the ad channels' data.
Amount Spent	The total amount of money you've spent on your ads in each channel. This metric is pulled from the ad channels' data.
Clicks	How many times your ads were clicked on to view. This metric is pulled from the ad channels' data.
CTR	Short for Clickthrough Rate. It's how often people who see your ads and clicking on them. This metric is pulled from the ad channels' data.	Click-Through Rate = Clicks / Impressions
Adds to Cart	The number of Add to Cart events tracked by each ad channel. This metric is pulled from the ad channels' data.
Cost per ATC	The average cost of each add to cart reported by your ad channels. This metric is pulled from the ad channels' data.	Cost per Add to Cart = Amount Spent / ATC
Purchases	How often your ads result in successful purchases This metric is pulled from the ad channels' data.
Purchase Value	The total value of all successful purchases. This metric is pulled from the ad channels' data.
Cost per Purchase	The average cost of each purchase, according to each ad channel. This metric is pulled from the ad channels' data.
Conversion Rate	The average number of conversions per ad interaction, shown as a percentage. This metric is pulled from the ad channels' data.	Conversion Rate = Purchases / Clicks
ROAS	Short for Return on Ad Spend. It measures revenue earned for each dollar you spend on advertising. This metric is pulled from the ad channels' data.	Return on Ad Spend = Purchase Value / Amount Spent
Revenue	The revenue of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit	Revenue = Gross Sales - Discounts - Refunds + Taxes Collected + Shipping Charged
Total Cost	The total cost of all completed orders reported in Last-clicked Purchases. This metric is calculated by TrueProfit	Total Cost = COGS + Handling Fees + Transaction Fees + Shipping Costs + Amount Spent
Net Profit	The net profit of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit	Net Profit = Revenue - Total Cost
Net Profit Margin	The net profit margin of all successful purchases reported in Last-clicked Purchases. This metric is calculated by TrueProfit	Net Profit Margin = [Net Profit / Revenue] * 100

Customer Lifetime Value

Metric	Definition	Formula
All-time Customers	The total number of unique customers who have placed orders in your store. This includes both first-time customers and returning customers.
Repurchase Rate	Repurchase Rate is the percentage rate of customers having placed another order within a certain period of time.	Repurchase Rate = (Second-time-purchase Customers / Total Customers) * 100
LTV	Lifetime Value (LTV) is the average revenue that a customer will generate throughout their lifetime as a paying customer.	LTV = Total Revenue / Total Customers
CAC	Customer Acquisition Cost (CAC) is the total cost of sales and marketing efforts that are needed to acquire a customer.	CAC = Total Ad spend + Total Custom Costs with LTV:CAC / New Customers (Number of first customers)
LTV:CAC ratio	This ratio shows the Lifetime Value of a customer as compared to the cost of acquiring them.
New Customers	All first-time customers, whether they have an order or not. You can compare this in the Customer List section in Shopify store admin.

Updated on: 08/01/2025