Metrics library

PES is a special score that ranks overall efficiency across the business.

The percent of variable costs except ads.

Variable costs, but not counting ad money.

This is the percent of sales left after paying variable costs.

These are costs that go up when you sell more, like boxes for shipping.

These are costs that your business pays no matter how much you sell, like rent for your office, payroll, health insurance, and legal fees. Note that "fixed" doesn't mean these numbers don't change, just that these expenses aren't sales related - they don't increase if your revenue increases, or decrease as revenue decreases.

Money from selling to other companies, which then resell your products to the end user or consumer.

Money from selling directly to people, typically online via eCommerce.

The percent for business-to-business sales after variable costs.

This is all the money your store makes from selling things.

Like contribution profit, but for sales to other businesses.

The percent for direct-to-customer sales, after their variable costs.

Like total contribution profit, but just for sales straight to people.

This is the percent of sales left after variable costs, showing how much contributes to fixed costs and profit.

This is the money left after paying the costs that change when you sell more, like making or shipping products.

Net Profit is the money left over after you subtract all your costs from your sales.

This is the percent of your sales money that's left as profit after all costs are paid.

This is how many times, on average, a customer buys from you each month.

This is the total money one customer will spend with you over time, but looked at each month.

Orders are the total number of times people buy things from your store.

CAC is how much money it costs you to get one new customer.

CVR is the percent of people who visit your website and end up buying something.

Ad Spend is the total amount of money you pay to show ads to people.

AOV is the average amount of money people spend when they buy something from you.

MER shows how much money you get back for every dollar you spend on ads and marketing. It's like checking if your ads are a good deal.

This is the part of your sales money that goes to paying for ads, shown as a percent.

D2C ROAS tells you how much money you make from selling straight to people (not stores) for every dollar spent on ads for those sales.