The Business Metrics section on the Profit & Loss page has six categories. This glossary defines the Customers and Fulfillment categories in full. The Marketing, Orders, and Products categories have their own dedicated glossaries, linked below. Use Ctrl+F to jump to a term.
Customers
Metric | Definition | Formula | Where it comes from |
New Customers | First-time buyers in the range | Count of customers with their first order in the range | Shopify Orders |
Returning Customers | Repeat buyers in the range | Count of customers with a prior order | Shopify Orders |
New Customer AOV | Average order value for first-time buyers | New-customer order value ÷ new-customer orders | Derived |
Profit per New Customer | Profit from each newly acquired customer | Net profit from new customers ÷ New Customers | Derived |
Fulfillment
Metric | Definition | Formula | Where it comes from |
Order Fulfillment Cost (average) | Average handling cost per order | Total fulfillment ÷ Orders | Your Fulfillment setup |
% Shipping | Shipping cost as a share of sales | Shipping cost ÷ Net Sales | Derived |
Shipping Cost Recovery | How much of shipping cost you recover from customers | Shipping Charged ÷ Shipping cost | Derived |
The other three categories
Category | Glossary |
Marketing (CAC, ROAS, MER, POAS) | |
Orders (AOV, profit per order, profitable orders) | |
Products (units sold, inventory value, return rate) |
Notes
A metric appears in Business Metrics only if it needs Shopshot's cost and profit layer to calculate. Pure ad-platform funnel numbers are left where they already live.
Shipping Cost Recovery above 100% means you charge more for shipping than it costs you; below 100% means shipping is a net cost.
Related