Campaign Email Metrics
Campaign Email Average Order Value (Average Order Value)
Definition
Average monetary value per order from email-driven purchases, calculated as revenue divided by orders.
Formula
Campaign Email Revenue ÷ Campaign Email Orders
How to Interpret
Shows the typical purchase size from email marketing efforts. Higher AOV indicates customers are buying more per transaction.
Business Impact
Important for understanding email marketing's impact on purchase behavior and optimizing for higher-value transactions
Campaign Email Bounce Rate (Bounce Rate)
Definition
Percentage of sent emails that bounced, calculated as bounces divided by deliveries.
Formula
Campaign Email Bounces ÷ Campaign Email Deliveries
How to Interpret
Shows list quality and email hygiene health. Industry standards typically under 2% for healthy lists.
Business Impact
Essential for maintaining email deliverability and sender reputation - high bounce rates can lead to spam filtering
Campaign Email Bounces (Bounces)
Definition
Total number of emails that failed to reach recipients' inboxes due to delivery issues.
How to Interpret
Negative metric indicating list hygiene problems or deliverability issues. Lower bounce counts indicate healthier email lists.
Business Impact
Critical for maintaining sender reputation and email deliverability - high bounces can damage future email performance
Campaign Email CTR (CTR)
Definition
Click-through rate calculated as clicks divided by opens, showing the percentage of email openers who clicked.
Formula
Campaign Email Clicks ÷ Campaign Email Opens
How to Interpret
Measures email content quality among engaged readers. Higher CTR indicates compelling content for those who open emails.
Business Impact
Important for optimizing email content and measuring the effectiveness of calls-to-action among engaged subscribers
Campaign Email Click Rate (Click Rate)
Definition
Percentage of delivered emails that received at least one click, calculated as clicks divided by deliveries.
Formula
Campaign Email Clicks ÷ Campaign Email Deliveries
How to Interpret
Shows overall email content relevance and call-to-action effectiveness. Higher rates indicate engaging email content.
Business Impact
Key metric for measuring email content performance and optimizing email design and messaging
Campaign Email Clicks (Clicks)
Definition
Total number of times recipients clicked on links within email campaigns.
How to Interpret
Engagement metric showing active interest in email content. Higher click counts indicate relevant and compelling email content.
Business Impact
Measures email content effectiveness and indicates likelihood of driving website traffic and conversions
Campaign Email Conversion Rate (Conversion Rate)
Definition
Percentage of email recipients who made a purchase, calculated as orders divided by deliveries.
Formula
Campaign Email Orders ÷ Campaign Email Deliveries
How to Interpret
Conversion efficiency metric showing what percentage of email recipients become customers. Higher rates indicate effective email marketing.
Business Impact
Critical for measuring email campaign effectiveness and comparing performance across different email strategies
Campaign Email Deliveries (Deliveries)
Definition
Total number of email campaign messages successfully delivered to recipients' inboxes without bouncing.
How to Interpret
Higher delivery counts indicate good list hygiene and sender reputation. Lower numbers may suggest deliverability issues or list quality problems.
Business Impact
Delivery volume is the foundation for all other email metrics - you can only engage customers who receive your messages
Campaign Email Deliveries Per Send (Deliveries Per Send)
Definition
Average deliveries per email campaign sent, calculated as total email deliveries divided by campaigns sent.
Formula
Campaign Email Deliveries ÷ Campaign Email Sent
How to Interpret
Shows the average email campaign size. Growing number indicates that list growth is translating into larger campaign audiences.
Business Impact
Larger campaign send sizes lead to more revenue generally.
Campaign Email First Time Revenue (First Time Revenue)
Definition
Revenue generated from first-time customers who made their initial purchase through email campaigns.
How to Interpret
Measures how effectively email campaigns convert prospects into paying customers. Critical for acquisition-focused email strategies.
Business Impact
Demonstrates email marketing's role in customer acquisition and helps calculate customer acquisition cost through email channel
Campaign Email One-Time Purchase Revenue (OTP Revenue)
This metric tracks campaign email one-time purchase revenue for your marketing performance analysis.
To get this metric, you'll first need to set up Custom Fields under the Client Settings page.
Campaign Email Open Rate (Open Rate)
Definition
Percentage of delivered emails that were opened by recipients.
Formula
Campaign Email Opens ÷ Campaign Email Deliveries
How to Interpret
Shows how compelling your subject lines and sender reputation are. Industry benchmarks typically range from 15-25%.
Business Impact
Critical for measuring initial email engagement and optimizing subject line strategies and send timing
Campaign Email Opens (Opens)
Definition
Total number of times email recipients opened campaign messages.
How to Interpret
Engagement metric showing initial interest level. Higher open counts indicate effective subject lines and sender recognition.
Business Impact
Foundation metric for email engagement - emails must be opened before any other actions can occur
Campaign Email Orders (Orders)
Definition
Total number of orders placed by customers who engaged with email campaigns.
How to Interpret
Volume metric showing how many purchases are driven by email marketing efforts. Higher order counts indicate effective email conversion.
Business Impact
Essential for calculating email marketing's contribution to overall sales volume and order generation
Campaign Email Recurring Subscription Revenue (Recurring Sub Revenue)
This metric tracks campaign email recurring subscription revenue for your marketing performance analysis.
To get this metric, you'll first need to set up Custom Fields under the Client Settings page.
Campaign Email Repeat Revenue (Repeat Revenue)
Definition
Revenue generated from existing customers who made additional purchases through email campaigns.
How to Interpret
Shows how well email campaigns drive customer retention and repeat business. Higher amounts indicate strong customer loyalty programs.
Business Impact
Essential for measuring customer lifetime value contribution from email marketing and retention strategy effectiveness
Campaign Email Revenue (Revenue)
Definition
Total revenue generated from customers who made purchases after receiving and engaging with email campaigns.
How to Interpret
Shows the direct monetary impact of your email marketing efforts. Higher revenue indicates effective email content and targeting.
Business Impact
Primary metric for measuring email campaign ROI and justifying email marketing investment
Campaign Email Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per email recipient, calculated as total email revenue divided by total deliveries.
Formula
Campaign Email Revenue ÷ Campaign Email Deliveries
How to Interpret
Efficiency metric showing the monetary value generated per person reached. Higher RPR indicates better targeting and content relevance.
Business Impact
Key metric for optimizing audience segmentation and measuring email campaign effectiveness per contact
Campaign Email Revenue Per Send (Revenue Per Send)
Definition
Average revenue generated per email campaign sent, calculated as total email revenue divided by campaigns sent.
Formula
Campaign Email Revenue ÷ Campaign Email Sent
How to Interpret
Shows the average monetary return per email campaign effort. Higher values indicate more effective campaign strategies.
Business Impact
Critical for understanding campaign-level performance and optimizing email marketing resource allocation
Campaign Email Sent (Sent)
Definition
Total number of email campaigns launched and sent to subscribers.
How to Interpret
Volume metric showing email marketing activity level and frequency of customer touchpoints through email.
Business Impact
Indicates email marketing cadence and helps assess whether you're maintaining consistent customer communication via email
Campaign Email Spam Complaint Rate (Spam Complaint Rate)
Definition
Percentage of delivered emails marked as spam, calculated as spam complaints divided by deliveries.
Formula
Campaign Email Spam Complaints ÷ Campaign Email Deliveries
How to Interpret
Shows email permission quality and content appropriateness. Industry standards require rates well below 0.1%.
Business Impact
Essential for maintaining email deliverability and avoiding blacklisting - high complaint rates can destroy email channel effectiveness
Campaign Email Spam Complaints (Spam Complaints)
Definition
Total number of recipients who marked email campaigns as spam or junk.
How to Interpret
Negative metric indicating content relevance or permission issues. Lower complaint counts are critical for deliverability.
Business Impact
Critical metric for sender reputation - high spam complaints can severely damage email deliverability and brand reputation
Campaign Email Unsubscribe Rate (Unsubscribe Rate)
Definition
Percentage of delivered emails that resulted in unsubscribes, calculated as unsubscribes divided by deliveries.
Formula
Campaign Email Unsubscribes ÷ Campaign Email Deliveries
How to Interpret
Shows email content relevance and frequency appropriateness. Industry benchmarks typically under 0.5%.
Business Impact
Essential for monitoring subscriber satisfaction and preventing list degradation through poor email practices
Campaign Email Unsubscribes (Unsubscribes)
Definition
Total number of recipients who opted out of email communications after receiving campaigns.
How to Interpret
Negative metric indicating content relevance issues or email frequency problems. Lower numbers are better.
Business Impact
Critical for maintaining list health and subscriber satisfaction - high unsubscribes indicate need for content or frequency optimization
Campaign SMS Metrics
Campaign SMS Average Order Value (Average Order Value)
Definition
Average monetary value of orders generated from SMS campaign messages.
Formula
Campaign Sms Revenue ÷ Campaign Sms Orders
How to Interpret
Shows the typical purchase size driven by SMS marketing efforts
Business Impact
Important for understanding SMS customer value and optimizing campaign targeting for high-value segments
Campaign SMS Click Rate (Click Rate)
Definition
Percentage of delivered SMS messages that resulted in at least one click.
Formula
Campaign Sms Clicks ÷ Campaign Sms Deliveries
How to Interpret
Measures SMS content engagement and link effectiveness as a percentage of reach
Business Impact
Key metric for optimizing SMS message content and call-to-action effectiveness
Campaign SMS Clicks (Clicks)
Definition
Total number of clicks on links within SMS campaign messages.
How to Interpret
Engagement metric showing how many recipients interact with SMS content by clicking through
Business Impact
Essential for measuring SMS content effectiveness and mobile user engagement levels
Campaign SMS Conversion Rate (Conversion Rate)
Definition
Percentage of SMS recipients who made a purchase after receiving a campaign message.
Formula
Campaign Sms Orders ÷ Campaign Sms Deliveries
How to Interpret
Conversion efficiency metric showing how effectively SMS messages drive purchasing behavior
Business Impact
Critical for understanding SMS persuasion effectiveness and optimizing message content and timing
Campaign SMS Deliveries (Deliveries)
Definition
Total number of SMS campaign messages successfully delivered to recipients' mobile devices.
How to Interpret
Shows the volume of SMS messages reaching your audience; higher deliveries indicate broader mobile reach and good list hygiene
Business Impact
Essential for understanding SMS campaign scale and calculating engagement rates and cost per SMS delivery
Campaign SMS Deliveries Per Send (Deliveries Per Send)
Definition
Average deliveries per SMS campaign sent, calculated as total SMS deliveries divided by campaigns sent.
Formula
Campaign Sms Deliveries ÷ Campaign Sms Sent
How to Interpret
Shows the average SMS campaign size. Growing number indicates that list growth is translating into larger campaign audiences.
Business Impact
Larger campaign send sizes lead to more revenue generally.
Campaign SMS First Time Revenue (First Time Revenue)
Definition
Revenue generated from first-time customers through SMS campaign messages.
How to Interpret
Measures how effectively SMS campaigns convert new prospects into paying customers through mobile touchpoints
Business Impact
Critical for understanding SMS acquisition effectiveness versus other channels like email
Campaign SMS One-Time Purchase Revenue (OTP Revenue)
This metric tracks campaign sms one-time purchase revenue for your marketing performance analysis.
To get this metric, you'll first need to set up Custom Fields under the Client Settings page.
Campaign SMS Orders (Orders)
Definition
Total number of orders generated from SMS campaign messages.
How to Interpret
Volume metric showing how many purchases are driven by SMS marketing efforts
Business Impact
Essential for calculating SMS contribution to total order volume and mobile commerce impact
Campaign SMS Recurring Subscription Revenue (Recurring Sub Revenue)
This metric tracks campaign sms recurring subscription revenue for your marketing performance analysis.
To get this metric, you'll first need to set up Custom Fields under the Client Settings page.
Campaign SMS Repeat Revenue (Repeat Revenue)
Definition
Revenue generated from existing customers through SMS campaign messages.
How to Interpret
Shows how well SMS campaigns drive repeat purchases and maintain customer engagement through mobile messaging
Business Impact
Essential for measuring SMS impact on customer lifecycle value and mobile retention strategies
Campaign SMS Revenue (Revenue)
Definition
Total revenue generated from all SMS campaign messages sent to customers.
How to Interpret
Shows the overall monetary impact of your SMS marketing efforts across all customer segments
Business Impact
Primary metric for measuring SMS campaign ROI and justifying SMS marketing spend
Campaign SMS Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per recipient of SMS campaign messages.
Formula
Campaign Sms Revenue ÷ Campaign Sms Deliveries
How to Interpret
Efficiency metric showing the monetary value generated per person reached by SMS campaigns
Business Impact
Key metric for optimizing SMS audience targeting and measuring campaign effectiveness per mobile contact
Campaign SMS Revenue Per Send (Revenue Per Send)
Definition
Average revenue generated per SMS campaign sent (total SMS revenue divided by number of campaigns).
Formula
Campaign Sms Revenue ÷ Campaign Sms Sent
How to Interpret
Shows the average monetary impact of each SMS campaign launch
Business Impact
Helps evaluate campaign effectiveness and optimize SMS campaign frequency and timing
Campaign SMS Sent (Sent)
Definition
Total number of individual SMS campaigns launched to your subscriber base.
How to Interpret
Measures SMS campaign activity level and frequency of mobile customer touchpoints
Business Impact
Indicates SMS marketing cadence and helps assess whether you're maintaining optimal mobile communication frequency
Campaign SMS Unsubscribe Rate (Unsubscribe Rate)
Definition
Percentage of SMS recipients who unsubscribed after receiving campaign messages.
Formula
Campaign Sms Unsubscribes ÷ Campaign Sms Deliveries
How to Interpret
Measures SMS list churn and subscriber satisfaction with mobile messaging frequency and content
Business Impact
Important for maintaining healthy SMS engagement and avoiding high opt-out rates that could impact deliverability
Campaign SMS Unsubscribes (Unsubscribes)
Definition
Total number of recipients who opted out of SMS communications after receiving campaign messages.
How to Interpret
Shows the volume of mobile subscribers choosing to stop receiving SMS marketing
Business Impact
Critical for monitoring SMS list health and ensuring compliance with mobile marketing regulations
Campaign WhatsApp Metrics
Campaign WhatsApp Bounce Rate
Definition
Campaign WhatsApp Bounce Rate tracked from marketing automation
Formula
Campaign Whatsapp Bounces ÷ Campaign Whatsapp Deliveries
How to Interpret
Metric showing campaign Whatsapp bounce rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Bounces
Definition
Campaign WhatsApp Bounces tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp bounces performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Click Rate
Definition
Campaign WhatsApp Click Rate tracked from marketing automation
Formula
Campaign Whatsapp Clicks ÷ Campaign Whatsapp Deliveries
How to Interpret
Metric showing campaign Whatsapp click rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Clicks
Definition
Campaign WhatsApp Clicks tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp clicks performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Deliveries
Definition
Campaign WhatsApp Deliveries tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp deliveries performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Open Rate
Definition
Campaign WhatsApp Open Rate tracked from marketing automation
Formula
Campaign Whatsapp Opens ÷ Campaign Whatsapp Deliveries
How to Interpret
Metric showing campaign Whatsapp open rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Opens
Definition
Campaign WhatsApp Opens tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp opens performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Orders
Definition
Campaign WhatsApp Orders tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp orders performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Revenue
Definition
Campaign WhatsApp Revenue tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp revenue performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Sent
Definition
Campaign WhatsApp Sent tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp sent performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Unsubscribe Rate
Definition
Campaign WhatsApp Unsubscribe Rate tracked from marketing automation
Formula
Campaign Whatsapp Unsubscribes ÷ Campaign Whatsapp Deliveries
How to Interpret
Metric showing campaign Whatsapp unsubscribe rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign WhatsApp Unsubscribes
Definition
Campaign WhatsApp Unsubscribes tracked from marketing automation
How to Interpret
Metric showing campaign Whatsapp unsubscribes performance
Business Impact
Helps track Whatsapp channel effectiveness
Campaign Push Metrics
Campaign Push Bounce Rate
Definition
Campaign Push Bounce Rate tracked from marketing automation
Formula
Campaign Push Bounces ÷ Campaign Push Deliveries
How to Interpret
Metric showing campaign push bounce rate performance
Business Impact
Helps track push channel effectiveness
Campaign Push Bounces
Definition
Campaign Push Bounces tracked from marketing automation
How to Interpret
Metric showing campaign push bounces performance
Business Impact
Helps track push channel effectiveness
Campaign Push Deliveries
Definition
Campaign Push Deliveries tracked from marketing automation
How to Interpret
Metric showing campaign push deliveries performance
Business Impact
Helps track push channel effectiveness
Campaign Push Open Rate
Definition
Campaign Push Open Rate tracked from marketing automation
Formula
Campaign Push Opens ÷ Campaign Push Deliveries
How to Interpret
Metric showing campaign push open rate performance
Business Impact
Helps track push channel effectiveness
Campaign Push Opens
Definition
Campaign Push Opens tracked from marketing automation
How to Interpret
Metric showing campaign push opens performance
Business Impact
Helps track push channel effectiveness
Campaign Push Orders
Definition
Campaign Push Orders tracked from marketing automation
How to Interpret
Metric showing campaign push orders performance
Business Impact
Helps track push channel effectiveness
Campaign Push Revenue
Definition
Campaign Push Revenue tracked from marketing automation
How to Interpret
Metric showing campaign push revenue performance
Business Impact
Helps track push channel effectiveness
Campaign Push Sent
Definition
Campaign Push Sent tracked from marketing automation
How to Interpret
Metric showing campaign push sent performance
Business Impact
Helps track push channel effectiveness
Combined Campaign (Email and SMS) Metrics
Campaign AOV
Formula
Campaign Revenue ÷ (Campaign Email Orders + Campaign Sms Orders)
Campaign Attributed Orders
Formula
Campaign Sms Orders + Campaign Email Orders
Campaign Click Rate
Formula
(Campaign Email Clicks + Campaign Sms Clicks) ÷ Campaign Deliveries
Campaign Deliveries
Definition
Total number of campaign messages successfully delivered across all channels (email + SMS campaigns combined).
How to Interpret
Shows the volume of campaign messages reaching your audience; higher deliveries indicate broader reach
Business Impact
Essential for understanding campaign scale and calculating engagement rates and cost per delivery
Campaign First Time Revenue (First Time Revenue)
Definition
Revenue generated from first-time customers through campaign messages across email and SMS channels.
Formula
Campaign Sms First Time Revenue + Campaign Email First Time Revenue
How to Interpret
Measures how effectively campaigns convert new prospects into paying customers
Business Impact
Critical for understanding acquisition effectiveness of campaign marketing versus automated flows
Campaign Repeat Revenue (Repeat Revenue)
Definition
Revenue generated from existing customers through campaign messages across email and SMS channels.
Formula
Campaign Email Repeat Revenue + Campaign Sms Repeat Revenue
How to Interpret
Shows how well campaigns drive repeat purchases and customer retention
Business Impact
Essential for measuring customer lifecycle value and retention marketing effectiveness
Campaign Revenue
Definition
Total revenue generated from all campaign messages across email and SMS channels combined.
How to Interpret
Shows the overall monetary impact of your campaign marketing efforts
Business Impact
Primary metric for measuring campaign ROI and justifying marketing spend
Campaign Revenue (% of Total Attributed)
Definition
Percentage of total attributed revenue that comes from campaign messages versus automated flows.
Formula
Campaign Revenue ÷ Total Attr Revenue
How to Interpret
Shows the balance between campaign-driven and flow-driven revenue attribution
Business Impact
Helps optimize the mix between broadcast campaigns and automated messaging strategies
Campaign Revenue (% of Total Store)
Definition
Percentage of total store revenue that can be attributed to campaign messages across all channels.
Formula
Campaign Revenue ÷ Total Shopify Revenue
How to Interpret
Measures the overall impact of campaign marketing on total business revenue
Business Impact
Critical for understanding campaign marketing's contribution to overall business performance
Campaign Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per recipient of campaign messages across email and SMS channels.
Formula
Campaign Revenue ÷ Campaign Deliveries
How to Interpret
Efficiency metric showing the monetary value generated per person reached by campaigns
Business Impact
Key metric for optimizing audience targeting and measuring campaign effectiveness per contact
Campaign Unsubscribe Rate
Formula
(Campaign Email Unsubscribes + Campaign Sms Unsubscribes) ÷ Campaign Deliveries
Campaigns Sent
Definition
Total number of individual campaigns launched across all channels (email + SMS campaigns combined).
How to Interpret
Measures campaign activity level and frequency of customer touchpoints
Business Impact
Indicates marketing cadence and helps assess whether you're maintaining consistent customer communication
Flow Email Metrics
Flow Email Average Order Value (Average Order Value)
Definition
Average monetary value of orders placed by customers who purchased through email flow attribution
Formula
Flow Email Revenue ÷ Flow Email Orders
How to Interpret
Shows the spending behavior of customers who convert through automated email sequences
Business Impact
Helps optimize flow strategies to drive higher-value purchases and improve revenue per conversion
Flow Email Bounce Rate (Bounce Rate)
Definition
Percentage of flow email sends that bounced due to delivery failures
Formula
Flow Email Bounces ÷ Flow Email Deliveries
How to Interpret
Key deliverability metric showing email list health and sender reputation status
Business Impact
Critical for maintaining inbox placement and ensuring automated sequences reach intended recipients
Flow Email Bounces (Bounces)
Definition
Total number of automated email flow messages that failed to deliver due to invalid or problematic email addresses
How to Interpret
Deliverability health metric showing email list quality and infrastructure issues
Business Impact
Essential for maintaining sender reputation and optimizing email list hygiene practices
Flow Email Click Rate (Click Rate)
Definition
Percentage of delivered flow emails that received at least one click
Formula
Flow Email Clicks ÷ Flow Email Deliveries
How to Interpret
Measures how compelling and relevant your automated email content is to recipients
Business Impact
Key metric for optimizing email content, calls-to-action, and overall flow message effectiveness
Flow Email Clicks (Clicks)
Definition
Total number of clicks on links within automated email flow messages
How to Interpret
Action-oriented engagement metric showing active interest in flow email content
Business Impact
Essential for measuring content effectiveness and understanding which flow elements drive engagement
Flow Email Conversion Rate (Conversion Rate)
Definition
Percentage of email flow recipients who complete a purchase after receiving flow messages
Formula
Flow Email Orders ÷ Flow Email Deliveries
How to Interpret
Key efficiency metric measuring how effectively automated emails convert recipients into customers
Business Impact
Critical for optimizing flow content and timing to maximize conversion performance
Flow Email Deliveries (Deliveries)
Definition
Total number of email messages successfully delivered across all automated flow sequences (welcome series, abandoned cart, post-purchase, etc.)
How to Interpret
Shows the volume of automated email messages reaching your audience; higher deliveries indicate broader automated touchpoint coverage
Business Impact
Essential for understanding automated email scale and calculating engagement rates for flow performance optimization
Flow Email Open Rate (Open Rate)
Definition
Percentage of delivered flow emails that were opened by recipients
Formula
Flow Email Opens ÷ Flow Email Deliveries
How to Interpret
Primary engagement metric showing how compelling your automated email subject lines and sender reputation are
Business Impact
Critical for email deliverability optimization and measuring audience engagement with automated content
Flow Email Opens (Opens)
Definition
Total number of times automated email flow messages were opened by recipients
How to Interpret
Engagement metric showing initial interest and attention captured by flow email subject lines
Business Impact
Fundamental for measuring email deliverability health and optimizing subject line performance
Flow Email Orders (Orders)
Definition
Total number of orders placed that can be attributed to automated email flow messages
How to Interpret
Volume metric showing how many purchases are driven by automated email sequences
Business Impact
Essential for calculating conversion volume and understanding flow contribution to overall order generation
Flow Email Revenue (Revenue)
Definition
Total revenue generated from all automated email flow messages across all flow types
How to Interpret
Shows the overall monetary impact of your automated email marketing system
Business Impact
Primary metric for measuring automated email ROI and demonstrating the value of flow-based marketing automation
Flow Email Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per recipient of automated email flow messages
Formula
Flow Email Revenue ÷ Flow Email Deliveries
How to Interpret
Efficiency metric showing the monetary value generated per person reached by email flows
Business Impact
Key metric for optimizing flow audience targeting and measuring per-contact effectiveness of automated sequences
Flow Email Spam Complaint Rate (Spam Complaint Rate)
Definition
Percentage of flow email recipients who marked messages as spam or junk
Formula
Flow Email Spam Complaints ÷ Flow Email Deliveries
How to Interpret
Measures permission quality and content appropriateness of automated email sequences
Business Impact
Essential for protecting sender reputation and ensuring sustainable email marketing practices
Flow Email Spam Complaints (Spam Complaints)
Definition
Total number of recipients who marked automated email flow messages as spam or junk
How to Interpret
Serious deliverability risk metric indicating content or permission issues with automated sequences
Business Impact
Critical warning signal for sender reputation that requires immediate attention to prevent deliverability damage
Flow Email Unsubscribe Rate (Unsubscribe Rate)
Definition
Percentage of flow email recipients who unsubscribed after receiving automated messages
Formula
Flow Email Unsubscribes ÷ Flow Email Deliveries
How to Interpret
Measures audience tolerance for automated email frequency and content relevance
Business Impact
Critical for optimizing flow timing and content to maintain healthy subscriber relationships
Flow Email Unsubscribes (Unsubscribes)
Definition
Total number of recipients who unsubscribed after receiving automated email flow messages
How to Interpret
Negative engagement metric indicating content or frequency issues with automated sequences
Business Impact
Important for monitoring flow fatigue and ensuring automated sequences don't damage subscriber relationships
Flow SMS Metrics
Flow SMS Average Order Value (Average Order Value)
Definition
Average dollar value of orders placed by customers who converted through SMS flows, calculated as flow SMS revenue divided by flow SMS orders.
Formula
Flow Sms Revenue ÷ Flow Sms Orders
How to Interpret
Shows the typical purchase value when customers buy after receiving SMS flow messages
Business Impact
Important for understanding customer spending patterns and optimizing product recommendations in SMS flows
Flow SMS Click Rate (Click Rate)
Definition
Percentage of SMS flow recipients who clicked on links within messages, calculated as flow SMS clicks divided by flow SMS deliveries.
Formula
Flow Sms Clicks ÷ Flow Sms Deliveries
How to Interpret
Shows how engaging and compelling your SMS flow content is to recipients
Business Impact
Key metric for optimizing message copy, offers, and call-to-action elements to maximize engagement
Flow SMS Clicks (Clicks)
Definition
Total number of clicks on links within SMS flow messages, representing engagement with call-to-action elements.
How to Interpret
Measures recipient engagement and interest level with SMS flow content before conversion
Business Impact
Essential for understanding message effectiveness and optimizing SMS content to drive traffic and conversions
Flow SMS Conversion Rate (Conversion Rate)
Definition
Percentage of SMS flow recipients who made a purchase, calculated as flow SMS orders divided by flow SMS deliveries.
Formula
Flow Sms Orders ÷ Flow Sms Deliveries
How to Interpret
Shows the conversion effectiveness of SMS flows in turning message recipients into paying customers
Business Impact
Critical metric for evaluating flow performance and optimizing message content, timing, and audience segmentation
Flow SMS Deliveries (Deliveries)
Definition
Total number of SMS messages successfully delivered through automated marketing flows (welcome series, abandoned cart, post-purchase, etc.). This excludes one-time campaign broadcasts.
How to Interpret
Shows the volume of automated SMS touchpoints reaching customers through triggered sequences. Higher deliveries indicate active flow engagement and proper technical delivery.
Business Impact
Essential for understanding the scale of automated SMS communication and calculating downstream engagement metrics like click rates and conversion rates
Flow SMS Orders (Orders)
Definition
Total number of orders placed by customers who received SMS flow messages, where the purchase can be attributed to the SMS touchpoint.
How to Interpret
Volume metric showing how many transactions are directly driven by automated SMS flows
Business Impact
Essential for understanding SMS flow effectiveness in driving actual purchase behavior and calculating conversion rates
Flow SMS Revenue (Revenue)
Definition
Total revenue generated from customers who received and engaged with SMS messages sent through automated marketing flows.
How to Interpret
Measures the direct monetary impact of automated SMS messaging sequences on business revenue
Business Impact
Critical for calculating SMS flow ROI and determining the value of automated messaging versus manual campaigns
Flow SMS Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per recipient of SMS flow messages, calculated as total flow SMS revenue divided by total flow SMS deliveries.
Formula
Flow Sms Revenue ÷ Flow Sms Deliveries
How to Interpret
Efficiency metric showing how much revenue each SMS flow message generates on average. Higher RPR indicates more effective messaging and targeting.
Business Impact
Key performance indicator for optimizing SMS flow content, timing, and audience targeting to maximize revenue per contact
Flow SMS Unsubscribe Rate (Unsubscribe Rate)
Definition
Percentage of SMS flow recipients who unsubscribed, calculated as flow SMS unsubscribes divided by flow SMS deliveries.
Formula
Flow Sms Unsubscribes ÷ Flow Sms Deliveries
How to Interpret
Shows the rate at which automated SMS flows cause list attrition versus value creation
Business Impact
Essential for balancing marketing effectiveness with customer retention and ensuring sustainable list growth
Flow SMS Unsubscribes (Unsubscribes)
Definition
Total number of recipients who opted out of SMS communications after receiving flow messages.
How to Interpret
Indicates customer dissatisfaction with SMS flow frequency, content, or relevance
Business Impact
Critical for monitoring customer experience and adjusting flow cadence and content to minimize churn
Flow WhatsApp Metrics
Flow WhatsApp Bounce Rate
Definition
Flow WhatsApp Bounce Rate tracked from marketing automation
Formula
Flow Whatsapp Bounces ÷ Flow Whatsapp Deliveries
How to Interpret
Metric showing flow Whatsapp bounce rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Bounces
Definition
Flow WhatsApp Bounces tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp bounces performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Click Rate
Definition
Flow WhatsApp Click Rate tracked from marketing automation
Formula
Flow Whatsapp Clicks ÷ Flow Whatsapp Deliveries
How to Interpret
Metric showing flow Whatsapp click rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Clicks
Definition
Flow WhatsApp Clicks tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp clicks performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Deliveries
Definition
Flow WhatsApp Deliveries tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp deliveries performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Open Rate
Definition
Flow WhatsApp Open Rate tracked from marketing automation
Formula
Flow Whatsapp Opens ÷ Flow Whatsapp Deliveries
How to Interpret
Metric showing flow Whatsapp open rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Opens
Definition
Flow WhatsApp Opens tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp opens performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Orders
Definition
Flow WhatsApp Orders tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp orders performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Revenue
Definition
Flow WhatsApp Revenue tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp revenue performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Unsubscribe Rate
Definition
Flow WhatsApp Unsubscribe Rate tracked from marketing automation
Formula
Flow Whatsapp Unsubscribes ÷ Flow Whatsapp Deliveries
How to Interpret
Metric showing flow Whatsapp unsubscribe rate performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow WhatsApp Unsubscribes
Definition
Flow WhatsApp Unsubscribes tracked from marketing automation
How to Interpret
Metric showing flow Whatsapp unsubscribes performance
Business Impact
Helps track Whatsapp channel effectiveness
Flow Push Metrics
Flow Push Bounce Rate
Definition
Flow Push Bounce Rate tracked from marketing automation
Formula
Flow Push Bounces ÷ Flow Push Deliveries
How to Interpret
Metric showing flow push bounce rate performance
Business Impact
Helps track push channel effectiveness
Flow Push Bounces
Definition
Flow Push Bounces tracked from marketing automation
How to Interpret
Metric showing flow push bounces performance
Business Impact
Helps track push channel effectiveness
Flow Push Deliveries
Definition
Flow Push Deliveries tracked from marketing automation
How to Interpret
Metric showing flow push deliveries performance
Business Impact
Helps track push channel effectiveness
Flow Push Open Rate
Definition
Flow Push Open Rate tracked from marketing automation
Formula
Flow Push Opens ÷ Flow Push Deliveries
How to Interpret
Metric showing flow push open rate performance
Business Impact
Helps track push channel effectiveness
Flow Push Opens
Definition
Flow Push Opens tracked from marketing automation
How to Interpret
Metric showing flow push opens performance
Business Impact
Helps track push channel effectiveness
Flow Push Orders
Definition
Flow Push Orders tracked from marketing automation
How to Interpret
Metric showing flow push orders performance
Business Impact
Helps track push channel effectiveness
Flow Push Revenue
Definition
Flow Push Revenue tracked from marketing automation
How to Interpret
Metric showing flow push revenue performance
Business Impact
Helps track push channel effectiveness
Combined Flow (Email and SMS) Metrics
Flow AOV
Formula
Flow Revenue ÷ (Flow Email Orders + Flow Sms Orders)
Flow Attributed Orders
Formula
Flow Sms Orders + Flow Email Orders
Flow Click Rate
Formula
(Flow Email Clicks + Flow Sms Clicks) ÷ Flow Deliveries
Flow Deliveries
Definition
Total number of flow messages successfully delivered across all channels (email + SMS flows combined). This includes all automated sequences like welcome series, abandoned cart, post-purchase, and browse abandonment flows.
How to Interpret
Shows the volume of automated messages reaching your audience; higher deliveries indicate effective flow automation and broader automated touchpoint reach
Business Impact
Essential for understanding automated marketing scale and calculating flow engagement rates and cost per automated delivery
Flow First Time Revenue (First Time Revenue)
Definition
Revenue generated from first-time customers through flow messages across email and SMS channels. This captures new customer conversions driven by automated sequences.
How to Interpret
Measures how effectively automated flows convert new prospects into paying customers through nurturing sequences
Business Impact
Critical for understanding acquisition effectiveness of automated marketing versus broadcast campaigns and optimizing welcome/nurture flows
Flow One-Time Purchase Revenue (OTP Revenue)
This metric tracks flow one-time purchase revenue for your marketing performance analysis.
Flow Recurring Subscription Revenue (Recurring Sub Revenue)
This metric tracks flow recurring subscription revenue for your marketing performance analysis.
Flow Repeat Revenue (Repeat Revenue)
Definition
Revenue generated from existing customers through flow messages across email and SMS channels. This includes revenue from retention and re-engagement flows.
How to Interpret
Shows how well automated flows drive repeat purchases, customer retention, and lifecycle value through targeted sequences
Business Impact
Essential for measuring automated retention marketing effectiveness and optimizing post-purchase and re-engagement flow performance
Flow Revenue
Definition
Total revenue generated from all flow messages across email and SMS channels combined. This represents the monetary impact of automated messaging sequences.
How to Interpret
Shows the overall monetary impact of your automated marketing efforts and flow optimization
Business Impact
Primary metric for measuring automated marketing ROI and demonstrating the value of flow-based customer journey optimization
Flow Revenue (% of Total Attributed)
Definition
Percentage of total attributed revenue that comes from flow messages versus campaign messages. Shows the revenue split between automated and broadcast marketing.
Formula
Flow Revenue ÷ Total Attr Revenue
How to Interpret
Shows the balance between flow-driven and campaign-driven revenue attribution, indicating which marketing approach drives more conversions
Business Impact
Helps optimize the strategic mix between automated flows and broadcast campaigns for maximum revenue impact
Flow Revenue (% of Total Store)
Definition
Percentage of total store revenue that can be attributed to flow messages across all channels. Measures automated marketing's contribution to overall business performance.
Formula
Flow Revenue ÷ Total Shopify Revenue
How to Interpret
Measures the overall impact of automated flow marketing on total business revenue and demonstrates flow marketing value
Business Impact
Critical for understanding automated marketing's contribution to overall business performance and justifying flow automation investment
Flow Revenue Per Recipient (Revenue Per Recipient)
Definition
Average revenue generated per recipient of flow messages across email and SMS channels. Calculated as total flow revenue divided by total flow deliveries.
Formula
Flow Revenue ÷ Flow Deliveries
How to Interpret
Efficiency metric showing the monetary value generated per person reached by automated flows; higher values indicate better flow targeting and relevance
Business Impact
Key metric for optimizing flow audience segmentation, timing, and content to maximize revenue per automated touchpoint
Flow Unsubscribe Rate
Formula
(Flow Email Unsubscribes + Flow Sms Unsubscribes) ÷ Flow Deliveries
Push Notifications Metrics
Push Deliveries
Definition
Push Deliveries tracked from marketing automation
How to Interpret
Metric showing push deliveries performance
Business Impact
Helps track push channel effectiveness
Push Revenue
Definition
Total revenue generated from all push notification marketing touchpoints including campaigns and automated flows.
How to Interpret
Shows the overall monetary impact of push notification marketing efforts across all message types
Business Impact
Primary metric for measuring push notification channel ROI and justifying push marketing investment
Push Revenue (% of Total Attributed)
Definition
Push Revenue (% of Total Attributed) tracked from marketing automation
Formula
Push Revenue ÷ Total Attr Revenue
How to Interpret
Metric showing push revenue percent of total attributed performance
Business Impact
Helps track push channel effectiveness
Push Revenue (% of Total Store)
Definition
Push Revenue (% of Total Store) tracked from marketing automation
Formula
Push Revenue ÷ Total Shopify Revenue
How to Interpret
Metric showing push revenue percent of total store performance
Business Impact
Helps track push channel effectiveness
WhatsApp Metrics
WhatsApp Deliveries
Definition
WhatsApp Deliveries tracked from marketing automation
How to Interpret
Metric showing Whatsapp deliveries performance
Business Impact
Helps track Whatsapp channel effectiveness
WhatsApp Revenue
Definition
WhatsApp Revenue tracked from marketing automation
How to Interpret
Metric showing Whatsapp revenue performance
Business Impact
Helps track Whatsapp channel effectiveness
WhatsApp Revenue (% of Total Attributed)
Definition
WhatsApp Revenue (% of Total Attributed) tracked from marketing automation
Formula
Whatsapp Revenue ÷ Total Attr Revenue
How to Interpret
Metric showing Whatsapp revenue percent of total attributed performance
Business Impact
Helps track Whatsapp channel effectiveness
WhatsApp Revenue (% of Total Store)
Definition
WhatsApp Revenue (% of Total Store) tracked from marketing automation
Formula
Whatsapp Revenue ÷ Total Shopify Revenue
How to Interpret
Metric showing Whatsapp revenue percent of total store performance
Business Impact
Helps track Whatsapp channel effectiveness
Revenue & Orders Metrics
Attributed First Time Orders
Definition
Number of first-time orders that can be directly attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of new customer acquisitions tied to trackable email/SMS marketing efforts
Business Impact
Essential for calculating customer acquisition cost (CAC) and email/SMS channel performance
Attributed First Time Revenue
Definition
Revenue from first-time customers that can be directly attributed to email/SMS marketing touchpoints.
How to Interpret
Shows which email/SMS marketing efforts are driving actual new customer revenue, not just traffic
Business Impact
Critical for understanding email/SMS marketing ROI and optimizing channel spend
Attributed One-Time Purchase Orders (Attributed OTP Orders)
This metric tracks attributed one-time purchase orders for your marketing performance analysis.
Attributed One-Time Purchase Revenue (Attributed OTP Revenue)
This metric tracks attributed one-time purchase revenue for your marketing performance analysis.
Attributed Recurring Subscription Orders
This metric tracks attributed recurring subscription orders for your marketing performance analysis.
Attributed Recurring Subscription Revenue (Attributed Recurring Sub Revenue)
This metric tracks attributed recurring subscription revenue for your marketing performance analysis.
Email Revenue
Definition
Total revenue generated from all email marketing touchpoints including campaigns and automated flows.
How to Interpret
Shows the overall monetary impact of email marketing efforts across all message types
Business Impact
Primary metric for measuring email channel ROI and justifying email marketing investment
Email Revenue (% of Total Attributed)
Definition
The percentage of total attributed revenue that can be attributed to email marketing touchpoints.
Formula
Email Revenue ÷ Total Attr Revenue
How to Interpret
Measures email marketing's contribution to overall business performance and revenue mix
Business Impact
Critical for understanding email's role in total atributed generation and budget allocation decisions
Email Revenue (% of Total Store)
Definition
The percentage of total store revenue that can be attributed to email marketing touchpoints.
Formula
Email Revenue ÷ Total Shopify Revenue
How to Interpret
Measures email marketing's contribution to overall business performance and revenue mix
Business Impact
Critical for understanding email's role in total revenue generation and budget allocation decisions
First Time Orders
Definition
Total number of orders placed by customers making their first purchase ever.
How to Interpret
Volume metric showing how many new customers you're successfully converting to purchasers
Business Impact
Order volume shows the breadth of your customer base expansion
First Time Revenue
Definition
Total revenue generated from customers making their very first purchase. This represents the initial monetary value captured from new customer acquisitions.
How to Interpret
Higher numbers indicate strong new customer acquisition and effective conversion of prospects into paying customers
Business Impact
First-time revenue is the foundation of business growth and indicates the health of your acquisition engine
First Time Revenue (% of Total)
Definition
The percentage of total revenue that comes from first-time customers, calculated as first-time revenue divided by total Shopify revenue.
Formula
Ret All First Time Revenue ÷ Total Shopify Revenue
How to Interpret
Shows the balance between new customer acquisition and repeat customer value. Higher percentages indicate growth-focused business
Business Impact
Indicates whether you're effectively acquiring new customers while maintaining existing ones
Recurring Subscription Orders
This metric tracks recurring subscription orders for your marketing performance analysis.
Recurring Subscription Revenue
This metric tracks recurring subscription revenue for your marketing performance analysis.
SMS Revenue
Definition
Total revenue generated from all SMS marketing touchpoints including campaigns and automated flows.
How to Interpret
Shows the overall monetary impact of SMS marketing efforts across all message types
Business Impact
Primary metric for measuring SMS channel ROI and justifying SMS marketing investment
SMS Revenue (% of Total Attributed)
Definition
The percentage of total attributed revenue that can be attributed to email marketing touchpoints.
Formula
Sms Revenue ÷ Total Attr Revenue
How to Interpret
Measures email marketing's contribution to overall business performance and revenue mix
Business Impact
Critical for understanding email's role in total atributed generation and budget allocation decisions
SMS Revenue (% of Total Store)
Definition
The percentage of total store revenue that can be attributed to SMS marketing touchpoints.
Formula
Sms Revenue ÷ Total Shopify Revenue
How to Interpret
Measures SMS marketing's contribution to overall business performance and revenue mix
Business Impact
Critical for understanding SMS's role in total revenue generation and budget allocation decisions
Total Attributed AOV
Formula
Total Attr Revenue ÷ Total Orders
Total Attributed Orders
Definition
Total number of orders that can be directly tracked and attributed to email/SMS marketing touchpoints across all campaigns and flows
How to Interpret
Measures the volume of sales transactions driven by your email/SMS marketing efforts
Business Impact
Essential for calculating conversion rates and understanding the order volume impact of your email/SMS marketing
Total Attributed Revenue
Definition
Total revenue amount that can be directly tracked and attributed to email/SMS marketing touchpoints across all campaigns and flows
How to Interpret
Shows the complete monetary value generated by your email/SMS marketing channel
Business Impact
Primary metric for measuring overall email/SMS marketing ROI and justifying marketing technology investments
Total Orders
Definition
Total number of orders placed across the entire Shopify store from all channels and traffic sources
How to Interpret
Provides the baseline for calculating email/SMS marketing's share of total order volume
Business Impact
Essential benchmark for measuring email/SMS marketing order generation relative to overall business activity
Total RPR
Formula
Total Attr Revenue ÷ (Flow Deliveries + Campaign Deliveries)
Total Store Revenue
Definition
Total revenue generated across the entire Shopify store from all channels and traffic sources
How to Interpret
Provides the baseline for calculating attribution percentages and overall business performance context
Business Impact
Essential benchmark for measuring email/SMS marketing performance relative to total business performance
Total Unattributed Revenue
Definition
Total revenue that cannot be directly tracked to any specific email/SMS marketing touchpoint or campaign
How to Interpret
Represents sales that may have been influenced by email/SMS marketing but lack direct attribution tracking
Business Impact
Important for understanding the potential dark funnel impact and true influence of email/SMS marketing beyond direct attribution
Customer Lifetime Value Metrics
Cohort Value (180 Days)
Definition
Total revenue generated by a specific customer cohort within their first 180 days since acquisition. This captures half-year customer behavior including seasonal purchasing patterns.
How to Interpret
Provides insight into medium-term customer value. Higher values suggest effective retention strategies through multiple purchase cycles.
Business Impact
Essential for measuring semi-annual customer value and identifying the effectiveness of 90-180 day retention campaigns
Cohort Value (30 Days)
Definition
Total revenue generated by a specific customer cohort within their first 30 days since acquisition. This tracks the collective monetary value produced by customers who started in the same time period.
How to Interpret
Higher values indicate stronger early customer engagement and effective onboarding. Shows how quickly new customers begin generating value after acquisition.
Business Impact
Critical for understanding early customer behavior and optimizing onboarding sequences to maximize initial purchase value
Cohort Value (360 Days)
Definition
Total revenue generated by a specific customer cohort within their first 360 days since acquisition. This provides a near-complete view of first-year customer value and long-term engagement patterns.
How to Interpret
Shows long-term customer value development. Higher values indicate successful retention strategies and strong customer lifetime value.
Business Impact
Essential for measuring long-term customer value and validating annual retention and engagement strategies
Cohort Value (60 Days)
Definition
Total revenue generated by a specific customer cohort within their first 60 days since acquisition. This extends the tracking window to capture additional purchases and engagement patterns.
How to Interpret
Provides insight into customer behavior beyond initial honeymoon period. Higher values suggest effective retention and engagement strategies are working.
Business Impact
Essential for measuring medium-term customer value and identifying the effectiveness of 30-60 day retention campaigns
Cohort Value (90 Days)
Definition
Total revenue generated by a specific customer cohort within their first 90 days since acquisition. This captures the full early customer lifecycle and establishes longer-term value patterns.
How to Interpret
Shows comprehensive early customer journey value. Higher values indicate strong customer satisfaction and successful retention through the critical first quarter.
Business Impact
Key metric for understanding customer lifetime trajectory and validating acquisition investments over a meaningful timeframe
Cohort Value Attributed (30 Days)
This metric tracks cohort value attributed (30 days) for your marketing performance analysis.
LTV (180 Days)
Definition
Average lifetime value per customer calculated over a 180-day period. This represents a medium-term view of customer value that includes multiple purchase cycles and seasonal patterns.
Formula
Cohort Value 180 Day ÷ Ret All First Time Orders
How to Interpret
Reliable mid-term LTV metric capturing established customer behavior patterns across two quarters. Higher values indicate successful retention.
Business Impact
Important for medium-term financial planning and understanding customer profitability for acquisition investment decisions
LTV (30 Days)
Definition
Average lifetime value per customer calculated over a 30-day period. This represents the average revenue generated per customer within their first month of relationship.
Formula
Cohort Value 30 Day ÷ Ret All First Time Orders
How to Interpret
Fundamental metric for understanding customer value potential. Higher LTV indicates more valuable customers and better monetization strategies.
Business Impact
Critical for setting customer acquisition cost (CAC) budgets and determining profitable acquisition channels and campaigns
LTV (360 Days)
Definition
Average lifetime value per customer calculated over a 360-day period. This represents a mature view of customer value that captures full annual purchase cycles and retention patterns.
Formula
Cohort Value 365 Day ÷ Ret All First Time Orders
How to Interpret
Most comprehensive LTV metric capturing established customer behavior over a full year. Higher values indicate successful long-term customer relationships.
Business Impact
Foundational metric for strategic business decisions including marketing spend allocation, product development priorities, and customer segmentation strategies
LTV (60 Days)
Definition
Average lifetime value per customer calculated over a 60-day period. This extends the measurement window to capture additional purchase cycles and customer behavior patterns.
Formula
Cohort Value 60 Day ÷ Ret All First Time Orders
How to Interpret
Provides more stable LTV measurement by including repeat purchase patterns. Shows how customer value evolves beyond initial purchase period.
Business Impact
Essential for medium-term financial planning and understanding true customer profitability for acquisition investment decisions
LTV (90 Days)
Definition
Average lifetime value per customer calculated over a 90-day period. This represents a more mature view of customer value that includes multiple purchase cycles and retention patterns.
Formula
Cohort Value 90 Day ÷ Ret All First Time Orders
How to Interpret
Most reliable early-stage LTV metric that captures established customer behavior patterns. Higher values indicate successful long-term customer relationships.
Business Impact
Foundational metric for strategic business decisions including marketing spend allocation, product development priorities, and customer segmentation strategies
Subscriber & List Growth Metrics
Active Profiles
Definition
Total number of profiles in your Klaviyo account that are currently active and can receive marketing communications. This includes all profiles that haven't been suppressed or marked as inactive.
How to Interpret
Higher numbers indicate a larger addressable audience for marketing campaigns. Growth shows successful audience building and retention.
Business Impact
Active profiles represent your total marketing reach potential and directly impact revenue opportunity from email/SMS marketing
Email Subscribers Added
Definition
Number of new email subscribers added during the specified time period. This represents gross email list growth before accounting for unsubscribes.
How to Interpret
Higher numbers show strong email acquisition efforts and effective lead magnets or opt-in strategies.
Business Impact
New email subscribers expand your marketing reach and represent potential future revenue from email marketing campaigns
Net Email Subscribers
Definition
Net change in email subscribers calculated as new email subscribers minus email unsubscribes for the time period.
Formula
Email Subscribers - Email Unsubscribes
How to Interpret
Positive numbers show healthy email list growth while negative numbers indicate list decline that needs attention.
Business Impact
Net email growth is critical for maintaining and expanding email marketing reach and long-term revenue potential
Net SMS Subscribers
Definition
Net change in SMS subscribers calculated as new SMS subscribers minus SMS unsubscribes for the time period.
Formula
Sms Subscribers - Sms Unsubscribes
How to Interpret
Positive numbers show healthy SMS list growth while negative numbers indicate list decline requiring strategy adjustment.
Business Impact
Net SMS growth is essential for maintaining SMS marketing reach as SMS typically has higher engagement but stricter opt-in requirements
Prospect Subscriber Conversion Rate (30 Days) (Conversion Rate (30 Days))
Definition
Percentage of prospect subscribers who convert to first-time customers within 30 days.
Formula
Pro Funnel First Subs Converted ÷ Pro Funnel First Subs
How to Interpret
Key efficiency metric for lead nurturing; higher rates indicate better prospect quality and nurturing effectiveness
Business Impact
Critical for calculating the value of leads and optimizing nurturing sequences
Prospect Subscriber Conversion Rate - Attributed (30 Days) (Conversion Rate - Attributed (30 Days))
Definition
Conversion rate specifically for attributed prospect subscriber conversions to email/SMS marketing touchpoints within 30 days.
Formula
Pro Funnel First Attr Subs Converted ÷ Pro Funnel First Subs
How to Interpret
More precise measurement of email/SMS channel-specific conversion effectiveness
Business Impact
Provides accurate email/SMS performance data for optimization decisions
Prospect Subscriber Conversion Revenue (30 Days) (Conversion Revenue (30 Days))
Definition
Total revenue generated from prospect subscribers who converted to customers within 30 days.
How to Interpret
Shows the monetary value of your lead nurturing efforts and prospect quality
Business Impact
Demonstrates ROI of lead generation and helps optimize lead nurturing investment
Prospect Subscriber Conversion Revenue - Attributed (30 Days) (Conversion Revenue - Attributed (30 Days))
Definition
Revenue from attributed prospect subscriber conversions to email/SMS marketing touchpoints within 30 days.
How to Interpret
Trackable revenue directly tied to specific email/SMS marketing investments and campaigns
Business Impact
Critical for calculating true email/SMS marketing ROI and making data-driven budget allocation decisions
Prospect Subscribers
Definition
Total number of profiles who subscribed in a period minus any subscribers that made a purchase prior to subscribing.
How to Interpret
Shows net new prospect acquisition - people who subscribed without having purchased before, representing true prospect growth
Business Impact
Represents your true prospect audience for first-time conversion campaigns and lead nurturing
Prospect Subscribers Converted (30 Days) (Converted (30 Days))
Definition
Number of prospect subscribers who made their first purchase within 30 days of subscribing.
How to Interpret
Measures how effectively you convert prospects to customers through nurturing
Business Impact
Shows the effectiveness of your prospect-to-customer conversion process
Prospect Subscribers Converted - Attributed (30 Days) (Converted - Attributed (30 Days))
Definition
Number of prospect subscriber conversions that can be attributed to email/SMS marketing touchpoints within 30 days.
How to Interpret
Shows which email/SMS marketing channels are driving prospect conversions, not just subscriptions
Business Impact
Essential for understanding which email/SMS campaigns drive actual revenue, not just leads
SMS Subscribers Added
Definition
Number of new SMS subscribers added during the specified time period. This represents gross SMS list growth before accounting for unsubscribes.
How to Interpret
Higher numbers indicate effective SMS acquisition strategies and compelling SMS opt-in offers or incentives.
Business Impact
New SMS subscribers are particularly valuable due to higher SMS engagement rates and more direct customer communication channel
Suppressed Profiles
Definition
Total number of profiles that have been suppressed from receiving marketing communications due to bounces hard bounces spam complaints or other deliverability issues.
How to Interpret
Lower numbers indicate better list hygiene and email deliverability practices. High suppression rates suggest data quality issues.
Business Impact
Suppressed profiles reduce your effective marketing reach and can hurt sender reputation if not properly managed
Total Email Subscribers
Definition
Total cumulative number of active email subscribers at the end of the specified time period.
How to Interpret
Larger total indicates greater email marketing reach and potential for email-driven revenue generation.
Business Impact
Total email subscribers represents your complete email marketing audience and directly correlates to email channel revenue potential
Total SMS Subscribers
Definition
Total cumulative number of active SMS subscribers at the end of the specified time period.
How to Interpret
Larger SMS subscriber base enables more direct customer communication and typically drives higher engagement than email.
Business Impact
Total SMS subscribers represents your most engaged marketing audience segment with highest conversion potential per contact
Retention & Repeat Purchase Metrics
Attributed Fifth Time Orders
Definition
Number of orders placed by customers making their fifth purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of customers achieving their fifth purchase through ongoing email/SMS marketing nurturing
Business Impact
Demonstrates exceptional customer loyalty and the long-term effectiveness of retention strategies
Attributed Fifth Time Revenue
Definition
Revenue generated specifically from customers making their fifth purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Tracks revenue from your most loyal customer segment who have demonstrated sustained purchasing behavior
Business Impact
Represents the pinnacle of customer lifetime value and retention marketing success
Attributed Fourth Time Orders
Definition
Number of orders placed by customers making their fourth purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of customers reaching their fourth purchase through continued email/SMS engagement
Business Impact
Indicates the development of brand advocates and highly loyal customer segments
Attributed Fourth Time Revenue
Definition
Revenue generated specifically from customers making their fourth purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Measures revenue from highly engaged repeat customers who have established consistent purchasing patterns
Business Impact
Shows the value of long-term customer relationships and advanced lifecycle marketing effectiveness
Attributed Repeat Orders
Definition
Number of repeat orders that can be directly attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of repeat customer purchases tied to trackable email/SMS marketing efforts
Business Impact
Essential for measuring the effectiveness of retention campaigns and automated lifecycle flows
Attributed Repeat Revenue
Definition
Revenue from repeat customers that can be directly attributed to email/SMS marketing touchpoints.
How to Interpret
Shows which email/SMS marketing efforts are driving actual repeat customer revenue and fostering customer loyalty
Business Impact
Critical for understanding email/SMS retention marketing ROI and optimizing lifecycle marketing spend
Attributed Second Time Orders
Definition
Number of orders placed by customers making their second purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of successful first-to-second purchase conversions driven by email/SMS marketing
Business Impact
Key indicator of early customer retention success and post-purchase nurturing effectiveness
Attributed Second Time Revenue
Definition
Revenue generated specifically from customers making their second purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Measures the success of converting first-time buyers into repeat customers through targeted marketing
Business Impact
Critical early retention metric showing your ability to establish ongoing customer relationships
Attributed Third Time Orders
Definition
Number of orders placed by customers making their third purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Volume of customers progressing to their third purchase through email/SMS marketing efforts
Business Impact
Demonstrates the ability to cultivate habitual purchasing behavior and brand loyalty
Attributed Third Time Revenue
Definition
Revenue generated specifically from customers making their third purchase ever, attributed to email/SMS marketing touchpoints.
How to Interpret
Shows the progression of customer loyalty and the effectiveness of nurturing established repeat buyers
Business Impact
Indicates deepening customer relationships and increasing customer lifetime value
First to Second Order Purchase Rate (180 Days)
Definition
Percentage of first-time customers who place a second order within 180 days (6 months) of their initial purchase, showing medium-term customer retention.
Formula
Ret Repeat 180 Days ÷ Ret All First Time Orders
How to Interpret
Indicates whether customers maintain engagement over extended periods; crucial for businesses with longer purchase cycles
Business Impact
Critical for understanding true customer retention and lifetime value potential across different customer segments
First to Second Order Purchase Rate (30 Days)
Definition
Percentage of first-time customers who place a second order within 30 days of their initial purchase, calculated as second orders divided by first-time customers in the period.
Formula
Ret Repeat 30 Days ÷ Ret All First Time Orders
How to Interpret
Early indicator of customer satisfaction and product-market fit; higher percentages suggest customers are immediately satisfied and willing to purchase again quickly
Business Impact
Critical early retention signal that predicts long-term customer value and indicates the effectiveness of post-purchase experience
First to Second Order Purchase Rate (365 Days)
Definition
Percentage of first-time customers who place a second order within 365 days (1 year) of their initial purchase, measuring annual retention performance.
Formula
Ret Repeat 365 Days ÷ Ret All First Time Orders
How to Interpret
Ultimate retention benchmark showing long-term customer loyalty and brand affinity over a full year cycle
Business Impact
Primary metric for annual customer retention performance and calculating true customer lifetime value
First to Second Order Purchase Rate (60 Days)
Definition
Percentage of first-time customers who place a second order within 60 days of their initial purchase, extending the measurement window to capture more deliberate repeat behavior.
Formula
Ret Repeat 60 Days ÷ Ret All First Time Orders
How to Interpret
Shows customer retention beyond the immediate post-purchase period; higher rates indicate sustained interest and developing purchase habits
Business Impact
Key metric for understanding customer lifecycle patterns and optimizing 30-60 day retention campaigns
First to Second Order Purchase Rate (90 Days)
Definition
Percentage of first-time customers who place a second order within 90 days of their initial purchase, capturing seasonal or quarterly purchase patterns.
Formula
Ret Repeat 90 Days ÷ Ret All First Time Orders
How to Interpret
Measures retention through a full seasonal cycle; critical benchmark for subscription and seasonal businesses
Business Impact
Essential for forecasting customer lifetime value and planning quarterly retention strategies
First to Second Orders (180 Days)
Definition
Total number of first-time customers who placed their second order within 180 days (6 months) of their initial purchase during the measurement period.
How to Interpret
Shows the volume of medium-term customer retention success and developing loyal customer relationships
Business Impact
Essential for forecasting repeat customer revenue and planning medium-term retention initiatives
First to Second Orders (30 Days)
Definition
Total number of first-time customers who placed their second order within 30 days of their initial purchase during the measurement period.
How to Interpret
Volume metric showing the absolute number of customers successfully retained in the critical early period
Business Impact
Essential for calculating retention campaign reach and understanding the scale of early retention success
First to Second Orders (365 Days)
Definition
Total number of first-time customers who placed their second order within 365 days (1 year) of their initial purchase during the measurement period.
How to Interpret
Annual volume of customers successfully converted from one-time to repeat buyers, showing long-term retention success
Business Impact
Primary metric for annual retention performance and calculating the scale of loyal customer development
First to Second Orders (60 Days)
Definition
Total number of first-time customers who placed their second order within 60 days of their initial purchase during the measurement period.
How to Interpret
Shows the volume of customers converting to repeat buyers within the extended early retention window
Business Impact
Important for assessing the effectiveness of extended onboarding and early lifecycle marketing campaigns
First to Second Orders (90 Days)
Definition
Total number of first-time customers who placed their second order within 90 days of their initial purchase during the measurement period.
How to Interpret
Volume of customers retained through a full seasonal cycle, indicating sustained engagement beyond initial satisfaction
Business Impact
Critical for understanding retention capacity and planning resources for 90-day lifecycle campaigns
Repeat Orders
Definition
Total number of orders placed by customers making their second, third, fourth, or subsequent purchases.
How to Interpret
Volume metric showing how many existing customers are continuing to purchase and engage with your brand
Business Impact
Order frequency demonstrates customer satisfaction and the effectiveness of your retention and re-engagement efforts
Repeat Orders (180 Days)
Definition
Total number of customers who made at least one additional purchase within 180 days of their first order during the selected time period.
How to Interpret
Semi-annual volume of customers demonstrating medium to long-term loyalty and continued purchasing behavior.
Business Impact
Important for understanding the scale of your loyal customer base and planning retention marketing efforts
Repeat Orders (30 Days)
Definition
Total number of customers who made at least one additional purchase within 30 days of their first order during the selected time period.
How to Interpret
Volume metric showing the absolute number of customers returning quickly. Higher numbers indicate successful early retention.
Business Impact
Shows the scale of your repeat customer base in the short term; important for operational planning and retention campaign targeting
Repeat Orders (365 Days)
Definition
Total number of customers who made at least one additional purchase within 365 days of their first order during the selected time period.
How to Interpret
Annual volume of customers showing long-term loyalty and sustained relationship with your brand over a full year.
Business Impact
Essential for annual planning and understanding the absolute size of your loyal customer base for revenue forecasting
Repeat Orders (60 Days)
Definition
Total number of customers who made at least one additional purchase within 60 days of their first order during the selected time period.
How to Interpret
Volume of customers showing medium-term engagement and repeat purchasing behavior within two months.
Business Impact
Indicates the size of your engaged customer base and helps estimate revenue from repeat purchases in the medium term
Repeat Orders (90 Days)
Definition
Total number of customers who made at least one additional purchase within 90 days of their first order during the selected time period.
How to Interpret
Quarterly volume of repeat customers showing sustained engagement with your brand over three months.
Business Impact
Critical for quarterly business planning and understanding the volume of customers entering your repeat purchase cycle
Repeat Purchase Rate (180 Days)
Definition
Percentage of customers who made at least one additional purchase within 180 days of their first order that fell within the the period selected.
Formula
Ret Any Repeat 180 Days ÷ Total Orders
How to Interpret
Measures medium to long-term customer retention and brand loyalty. Shows whether customers maintain engagement over multiple seasons.
Business Impact
Indicates brand strength and customer satisfaction; critical for understanding the durability of customer relationships
Repeat Purchase Rate (30 Days)
Definition
Percentage of customers who made at least one additional purchase within 30 days of their first order that fell within the the period selected.
Formula
Ret Any Repeat 30 Days ÷ Total Orders
How to Interpret
Measures short-term customer retention and immediate satisfaction. Higher percentages indicate strong product-market fit and effective early retention strategies.
Business Impact
Critical early indicator of customer lifetime value and business sustainability; shows how quickly customers return for additional purchases
Repeat Purchase Rate (365 Days)
Definition
Percentage of customers who made at least one additional purchase within 365 days of their first order that fell within the the period selected.
Formula
Ret Any Repeat 365 Days ÷ Total Orders
How to Interpret
Annual retention rate showing long-term customer loyalty and lifetime relationship potential. Captures full yearly purchasing cycles.
Business Impact
Fundamental metric for business planning and growth projections; indicates sustainable revenue base from existing customers
Repeat Purchase Rate (60 Days)
Definition
Percentage of customers who made at least one additional purchase within 60 days of their first order that fell within the the period selected.
Formula
Ret Any Repeat 60 Days ÷ Total Orders
How to Interpret
Shows medium-term retention patterns and customer engagement. Typically higher than 30-day rates as customers have more time to return.
Business Impact
Indicates the effectiveness of post-purchase engagement and whether customers develop purchasing habits with your brand
Repeat Purchase Rate (90 Days)
Definition
Percentage of customers who made at least one additional purchase within 90 days of their first order that fell within the the period selected.
Formula
Ret Any Repeat 90 Days ÷ Total Orders
How to Interpret
Demonstrates quarterly retention strength and customer loyalty development. This timeframe captures seasonal purchasing patterns.
Business Impact
Essential for forecasting customer lifetime value and planning inventory for repeat customer demand
Repeat Revenue
Definition
Total revenue generated from customers making their second, third, fourth, or subsequent purchases. This represents the cumulative monetary value from existing customers who have already made at least one purchase.
How to Interpret
Higher numbers indicate strong customer retention and successful cultivation of repeat business from your existing customer base
Business Impact
Repeat revenue demonstrates customer loyalty and lifetime value realization, showing the health of your retention strategy
Repeat Revenue (% of Total)
Definition
The percentage of total revenue that comes from repeat customers, calculated as repeat revenue divided by total Shopify revenue.
Formula
Ret All Repeat Revenue ÷ Total Shopify Revenue
How to Interpret
Shows the balance between new customer acquisition and existing customer retention. Higher percentages indicate mature business with strong customer loyalty
Business Impact
Indicates business sustainability and customer lifetime value optimization versus pure acquisition focus
General Metrics
Email Deliveries
Definition
Total number of email messages successfully delivered to recipients across campaigns and automated flows.
How to Interpret
Shows the volume and reach of email marketing efforts; higher deliveries indicate broader audience engagement
Business Impact
Essential for calculating engagement rates and understanding email marketing scale and frequency
Email Unsubscribes
Definition
Number of email subscribers who opted out of email communications during the specified time period.
How to Interpret
Lower unsubscribe rates indicate relevant content and proper email frequency. High rates suggest content or frequency issues.
Business Impact
Email unsubscribes reduce your marketing reach and may indicate problems with email strategy that need addressing
Percent Attributed
Definition
Percentage of total store revenue that can be directly attributed to email/SMS marketing touchpoints and campaigns
Formula
Total Attr Revenue ÷ Total Shopify Revenue
How to Interpret
Shows what portion of your total business revenue is trackable to your email/SMS marketing efforts versus other channels
Business Impact
Critical for demonstrating email/SMS marketing ROI and determining appropriate budget allocation for the channel
SMS Deliveries
Definition
Total number of SMS messages successfully delivered to recipients across campaigns and automated flows.
How to Interpret
Shows the volume and reach of SMS marketing efforts; higher deliveries indicate broader audience engagement
Business Impact
Essential for calculating engagement rates and understanding SMS marketing scale and frequency
SMS Unsubscribes
Definition
Number of SMS subscribers who opted out of SMS communications during the specified time period.
How to Interpret
Lower unsubscribe rates indicate relevant SMS content and appropriate messaging frequency. High rates suggest SMS strategy issues.
Business Impact
SMS unsubscribes are particularly costly given higher SMS engagement rates and should be monitored closely for strategy optimization