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Metric Definitions

All metrics, their formulas, source tables, and data freshness.

Revenue
currency

Total gross revenue across selected marketplaces

Formula: SUM(revenue)
Source: daily_revenue
Columns: revenue
Profit
currency

Revenue minus all costs: refunds, fees, item cost, shipping costs

Formula: revenue - refunds - fees - item_cost - est_shipping_cost - fba_shipping_cost - fba_inbound_shipping_cost - tms_shipping_cost
Source: daily_revenue
Columns: revenue, refunds, fees, item_cost, est_shipping_cost, fba_shipping_cost, fba_inbound_shipping_cost, tms_shipping_cost
Orders
number

Total order count

Formula: SUM(order_count)
Source: daily_revenue
Columns: order_count
AOV
currency

Average order value

Formula: SUM(revenue) / SUM(order_count)
Source: daily_revenue
Columns: revenue, order_count
Ad Spend
currency

Total advertising spend across selected channels

Formula: SUM(spend)
Source: daily_ad_spend
Columns: spend
TACoS
percent

Total Advertising Cost of Sales: total ad spend divided by total revenue

Formula: SUM(spend) / SUM(revenue)
Source: daily_revenuedaily_ad_spend
Columns: revenue, spend
ROAS
ratio

Return on Ad Spend: platform-attributed conversion value divided by spend

Formula: SUM(conversions_value) / SUM(spend)
Source: daily_ad_spend
Columns: conversions_value, spend
CPC
currency

Cost per click

Formula: SUM(spend) / SUM(clicks)
Source: daily_ad_spend
Columns: spend, clicks
CTR
percent

Click-through rate

Formula: SUM(clicks) / SUM(impressions)
Source: daily_ad_spend
Columns: clicks, impressions
CVR
percent

Conversion rate (conversions / clicks)

Formula: SUM(conversions) / SUM(clicks)
Source: daily_ad_spend
Columns: conversions, clicks
New Customer %
percent

Percentage of revenue from first-time customers

Formula: SUM(CASE WHEN is_first_order=1 THEN revenue ELSE 0 END) / SUM(revenue)
Source: daily_revenue
Columns: revenue, is_first_order
Subscription %
percent

Percentage of revenue from subscription orders

Formula: SUM(CASE WHEN is_subscription=1 THEN revenue ELSE 0 END) / SUM(revenue)
Source: daily_revenue
Columns: revenue, is_subscription
Sessions
number

Total web sessions (DTC only, from GA4)

Formula: SUM(sessions)
Source: ga4_acquisition_channel_daily
Columns: sessions
GA4 Conversion Rate
percent

Purchase events / total sessions

Formula: SUM(purchases) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchases, sessions
Revenue / Session
currency

GA4 purchase revenue divided by total sessions

Formula: SUM(purchase_revenue) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchase_revenue, sessions
New Customer CPA
currency

Cost to acquire one new customer. Total ad spend divided by count of new customers (first-ever order in period).

Formula: SUM(spend) / SUM(new_customers)
Source: daily_ad_spenddaily_customer_metrics
Columns: spend, new_customers
Cost per Order
currency

Total ad spend divided by total orders in the period.

Formula: SUM(spend) / SUM(order_count)
Source: daily_ad_spenddaily_revenue
Columns: spend, order_count
Month-0 Revenue per Customer
currency

Average revenue from new customers in their acquisition month. Proxy for initial LTV.

Formula: SUM(new_customer_revenue) / SUM(new_customers)
Source: daily_customer_metrics
Columns: new_customer_revenue, new_customers
Month-0 Contribution per Customer
currency

Estimated contribution from new customers in their acquisition month. Uses overall contribution margin applied to new customer revenue.

Formula: (SUM(new_customer_revenue) × (overall contribution margin)) / SUM(new_customers)
Source: daily_customer_metricsdaily_revenue
Columns: new_customer_revenue, new_customers, revenue, refunds, fees, item_cost, est_shipping_cost, fba_shipping_cost, fba_inbound_shipping_cost, tms_shipping_cost
Cohort Orders per Customer
ratio

Average new-customer orders per new customer in the acquisition month.

Formula: SUM(new_customer_orders) / SUM(new_customers)
Source: daily_customer_metrics
Columns: new_customer_orders, new_customers
Actual LTV (30d/90d/180d/to-date)
currency

Not available. Requires order-level customer_id data to track individual customer revenue over time windows. Only aggregate daily data exists.

Formula: N/A — requires order-level data
Source:
Columns:
Contribution LTV
currency

Not available. Requires order-level customer_id data with contribution computation per order.

Formula: N/A — requires order-level data
Source:
Columns:
LTV/CAC Ratio
ratio

Not available. Depends on actual LTV which requires order-level customer_id data.

Formula: N/A — requires LTV
Source:
Columns:
Payback Period
number

Not available. Requires cumulative per-customer contribution over time, which needs order-level data.

Formula: N/A — requires order-level data
Source:
Columns:
Repeat Rate (2nd/3rd order)
percent

Not available. Requires order-level customer_id data to count orders per customer.

Formula: N/A — requires order-level data
Source:
Columns:
Profit Margin
percent

Profit as a percentage of revenue. Note: costs only available for Amazon — non-Amazon margins are overstated.

Formula: (SUM(revenue) - costs) / SUM(revenue)
Source: daily_revenue_blended
Columns: revenue, refunds, fees, item_cost, est_shipping_cost, fba_shipping_cost, fba_inbound_shipping_cost, tms_shipping_cost
Refund Rate
percent

Refunds as a percentage of gross revenue.

Formula: SUM(refunds) / SUM(revenue)
Source: daily_revenue_blended
Columns: refunds, revenue
Fee Rate
percent

Marketplace fees as a percentage of gross revenue.

Formula: SUM(fees) / SUM(revenue)
Source: daily_revenue_blended
Columns: fees, revenue
Blended CPC
currency

Average cost per click across all ad platforms.

Formula: SUM(spend) / SUM(clicks)
Source: daily_ad_spend
Columns: spend, clicks
Blended CTR
percent

Click-through rate across all ad platforms.

Formula: SUM(clicks) / SUM(impressions)
Source: daily_ad_spend
Columns: clicks, impressions
Platform CVR
percent

Platform-reported conversion rate: conversions divided by clicks.

Formula: SUM(conversions) / SUM(clicks)
Source: daily_ad_spend
Columns: conversions, clicks
ACoS (Ad Cost of Sales)
percent

Ad spend as a percentage of platform-attributed conversion value.

Formula: SUM(spend) / SUM(conversions_value)
Source: daily_ad_spend
Columns: spend, conversions_value
Total ACoS (Amazon)
percent

Amazon ad spend as a percentage of total Amazon marketplace revenue (not just ad-attributed).

Formula: SUM(amazon_ad_spend) / SUM(amazon_marketplace_revenue)
Source: daily_ad_spenddaily_revenue_blended
Columns: spend, revenue
GA4 ATC Rate
percent

Add-to-cart events as a percentage of sessions. GA4 DTC only.

Formula: SUM(add_to_cart_events) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: add_to_cart_events, sessions
GA4 Checkout Rate
percent

Begin-checkout events as a percentage of sessions. GA4 DTC only.

Formula: SUM(begin_checkout_events) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: begin_checkout_events, sessions
GA4 Purchase Rate
percent

Purchase events as a percentage of sessions. GA4 DTC only.

Formula: SUM(purchases) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchases, sessions
GA4 Revenue / Session
currency

GA4 purchase revenue divided by total sessions. Covers ~73% of DTC revenue (subscriptions excluded).

Formula: SUM(purchase_revenue) / SUM(sessions)
Source: ga4_conversions_dailyga4_acquisition_channel_daily
Columns: purchase_revenue, sessions
New Revenue %
percent

Percentage of customer-attributed revenue from first-time customers.

Formula: SUM(new_customer_revenue) / (SUM(new_customer_revenue) + SUM(existing_customer_revenue))
Source: daily_customer_metrics
Columns: new_customer_revenue, existing_customer_revenue
Subscription Revenue %
percent

Percentage of revenue from subscription orders vs non-subscription.

Formula: SUM(subscription_revenue) / SUM(total_revenue)
Source: daily_customer_metrics
Columns: new_customer_revenue, existing_customer_revenue, is_subscription
Delivery Rate
percent

Percentage of emails successfully delivered. Klaviyo does not emit a "Sent Email" event — "Received Email" is used as the proxy for delivered. Delivery Rate = Received / (Received + Bounced).

Formula: COUNT(Received Email) / (COUNT(Received Email) + COUNT(Bounced Email))
Source: klaviyo_message_events
Columns: metric_name, event_date
Bounce Rate
percent

Percentage of sends that bounced. Bounce Rate = Bounced / (Received + Bounced). Includes hard and soft bounces.

Formula: COUNT(Bounced Email) / (COUNT(Received Email) + COUNT(Bounced Email))
Source: klaviyo_message_events
Columns: metric_name, event_date
Spam Rate
percent

Percentage of delivered emails marked as spam. Spam Rate = COUNT("Marked Email as Spam") / COUNT("Received Email").

Formula: COUNT("Marked Email as Spam") / COUNT("Received Email")
Source: klaviyo_message_events
Columns: metric_name, event_date
Unsubscribe Rate
percent

Percentage of delivered emails that led to an unsubscribe. Unsub Rate = COUNT("Unsubscribed") / COUNT("Received Email").

Formula: COUNT("Unsubscribed") / COUNT("Received Email")
Source: klaviyo_message_events
Columns: metric_name, event_date
Open Rate (Total)
percent

Total opens divided by delivered. Counts ALL opens including repeat opens and machine opens. Open Rate = COUNT("Opened Email") / COUNT("Received Email"). Caveat: Apple MPP inflates open rates.

Formula: COUNT("Opened Email") / COUNT("Received Email")
Source: klaviyo_message_events
Columns: metric_name, event_date
Click Rate (Total)
percent

Total clicks divided by delivered. Counts ALL clicks including repeat clicks. Click Rate = COUNT("Clicked Email") / COUNT("Received Email").

Formula: COUNT("Clicked Email") / COUNT("Received Email")
Source: klaviyo_message_events
Columns: metric_name, event_date
CTOR (Click-to-Open Rate)
percent

Clicks divided by opens. Measures engagement quality among openers. CTOR = COUNT("Clicked Email") / COUNT("Opened Email"). Both are total counts.

Formula: COUNT("Clicked Email") / COUNT("Opened Email")
Source: klaviyo_message_events
Columns: metric_name, event_date
Attributed Revenue (Klaviyo)
currency

Revenue attributed to email/SMS by Klaviyo's own attribution model (metric-aggregates API with $attributed_channel). Pre-aggregated daily by campaign and flow. Coverage: ~22% of total DTC revenue ($11.9M of $54M).

Formula: SUM(attributed_revenue) from klaviyo_attribution_daily
Source: klaviyo_attribution_daily
Columns: attributed_revenue, date, channel
Attributed Orders (Klaviyo)
number

Order count attributed to email/SMS by Klaviyo. Same source as Attributed Revenue.

Formula: SUM(attributed_orders) from klaviyo_attribution_daily
Source: klaviyo_attribution_daily
Columns: attributed_orders, date, channel
Revenue per Delivered
currency

Klaviyo-attributed revenue divided by total delivered (Received Email + Received SMS).

Formula: SUM(attributed_revenue) / COUNT(Received)
Source: klaviyo_attribution_dailyklaviyo_message_events
Columns: attributed_revenue, metric_name
Email Health Score
number

Composite score (0–100) based on internal rate thresholds. Weights: Delivery Rate 25%, Bounce Rate 20%, Spam Rate 20%, Unsub Rate 15%, Click Rate 20%. Thresholds: Delivery 90–95%, Bounce 2–5%, Spam 0.1–0.5%, Unsub 0.5–2%, Click 0.5–3%. No external benchmarks used.

Formula: Weighted average of normalized rate scores (delivery, bounce, spam, unsub, click)
Source: klaviyo_message_events
Columns: metric_name, event_date