Shopify Metrics

Abandoned Checkouts is an e-commerce metric that measures the total value of orders that reached the checkout stage but were never completed, calculated before shipping and taxes. Tracking Abandoned Checkouts helps online businesses quantify lost revenue and identify friction points in the checkout process — such as unexpected costs, limited payment options, or a complicated form flow — that prevent customers from completing their purchases.

Average Order Value (AOV) measures the average amount of revenue generated per order over a defined period of time. It is calculated by dividing total revenue by the total number of orders placed during that period. AOV can be tracked over any time frame—daily, weekly, monthly, or over the lifetime of an e-commerce business—and is a key indicator of purchasing behaviour.

One of the most fundamental metrics, Customers is the total count of paying patrons of your business. Without paying customers there is no growth and no value in your business. To accurately assess your customer base, it's important to track new and returning customers as they play a different role in your business. New Customers refer to users who just signed up or made their first purchase with your company while Returning Customers are those who have already made a purchase in the past.

Net Sales is the revenue a business retains after subtracting discounts, product returns, and damaged goods from Gross Sales. It is a more accurate measure of actual earnings than Gross Sales alone.

Payouts are the funds a payment processing platform transfers to your bank account after collecting customer payments on your behalf. The deposited amount reflects gross sales minus processor fees, refunds, and chargebacks, delivered on a schedule you configure.