KPI Library
Plain-English definitions, formulas and SMB benchmarks for the metrics Shopify, DTC, multi-channel, wholesale and TikTok Shop brands actually run on — and what to do when the number looks wrong.
Recently added
Customer lifetime value is the total gross profit an average customer generates over their relationship with your brand. It sets how much you can afford to spend to win them, and which customers deserve your attention. See the formula, an SMB benchmark and how we track it for clients.
Sales Analytics
AOV (Average Order Value) is the average amount a customer spends on an order. The business calculates it by dividing the total revenue by the number of orders.
Multi-Channel Retail
Revenue per channel splits sales by source: Shopify, Amazon, wholesale, TikTok Shop. It shows where growth really comes from.
Inventory Analytics
Stock that turns twice a year quietly consumes the cash you need for the products that sell.
Shopify & DTC
Conversion rate is orders divided by sessions. It tells you what share of your visitors actually buy.
Customer Analytics
Monthly repeat rate hides the trend. Cohorts show whether each new group of buyers comes back faster.
Sales Analytics
Gross margin is what remains after product costs to cover marketing, shipping and overhead.