Core store metrics
The Datadrew Store Performance dashboard tracks several key metrics pulled directly from your Shopify store data. Understanding what each metric measures — and why it matters — helps you make better decisions about your store's growth.
Revenue and order metrics
Metric | Definition | Why it matters |
Total Revenue | The total value of all orders placed during the selected period, in your store's currency. | Your top-line indicator. Track this daily to understand overall business health and growth trajectory. |
Order Count | The total number of orders placed during the selected period. | Helps you understand purchase volume independently of order size. A drop in orders with stable revenue may mean higher AOV but fewer buyers. |
Average Order Value (AOV) | Total Revenue divided by Order Count. Calculated as: Revenue / Orders. | Shows how much each customer spends per transaction. Improving AOV is often easier than acquiring new customers. Use it to evaluate upsell and cross-sell strategies. |
Average Revenue Per User (ARPU) | Total Revenue divided by the number of unique customers. Calculated as: Revenue / Unique Customers. | Unlike AOV, ARPU accounts for repeat purchases. A customer who orders twice contributes to higher ARPU even if each order is small. This metric reflects true customer value. |
Customer metrics
Metric | Definition | Why it matters |
Customer Count | The number of unique customers who placed at least one order during the selected period. | Measures your active buyer base. Growth in customer count signals healthy acquisition. |
New Customer Count | Customers who placed their first-ever order during the selected period. | Directly measures the effectiveness of your acquisition efforts — ads, SEO, referrals, and other top-of-funnel activities. |
Returning Customer Count | Customers who had previously placed at least one order before the selected period and ordered again. | Reflects retention and loyalty. A growing returning customer count means your product and experience are driving repeat purchases. |
Revenue breakdown by customer type
Metric | Definition | Why it matters |
New Customer Revenue | Total revenue generated by first-time buyers. | Shows how much of your revenue depends on new acquisition. High dependency on new customer revenue can be risky if ad costs rise. |
Returning Customer Revenue | Total revenue generated by repeat buyers. | Returning customer revenue is typically more profitable since you have already paid to acquire those customers. Growing this metric improves your margins. |
New Customer AOV | Average order value for first-time buyers only. | Compare this to returning customer AOV. First-time buyers often spend less, but a strong first purchase can indicate long-term potential. |
Returning Customer AOV | Average order value for repeat buyers only. | Returning customers often spend more per order. If this metric is declining, consider improving your loyalty or product recommendation strategies. |
New Customer ARPU | Revenue per unique new customer. | Measures the initial value of each acquired customer. Compare this to your customer acquisition cost (CAC) to understand acquisition profitability. |
Returning Customer ARPU | Revenue per unique returning customer. | Shows the ongoing value of retained customers. Higher returning ARPU means your retention strategies are working. |
How these metrics connect
These metrics work together to tell a complete story:
Revenue = Orders x AOV. If revenue drops, check whether it is because you are getting fewer orders or each order is smaller.
ARPU vs. AOV. If ARPU is much higher than AOV, it means customers are placing multiple orders — a sign of good retention. If they are similar, most customers are buying only once.
New vs. Returning split. A healthy store typically sees returning customer revenue grow over time as a percentage of total revenue. If new customer revenue dominates, your growth depends heavily on continued ad spend.
Need help?
If you have questions about any of these metrics or how to interpret them for your store, reach out to us at support@datadrew.io or use the in-app chat widget.
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