Metrics glossary

Every card and report figure in SaleTides has an ⓘ beside its title. Hover or tap it for the definition below. Sales statuses are the order statuses chosen in Store settings (Completed and Processing by default). An order refunded after it was placed still counts in the period it was placed, and its refund comes off in the period it was issued.

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Sales

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Gross Sales

Order totals before coupons and store credit, for orders in your sales statuses. Includes tax and shipping; refunds are not taken off. More

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Net Sales

Gross sales minus discounts, tax and shipping, less the refunds issued in the period (refunds count when they are issued, not when the order was placed). More

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Discounts

What coupons and store credit took off orders in your sales statuses.

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Taxes

Tax charged on orders in your sales statuses. It is part of the order total, so it is in gross sales and taken out of net sales.

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Shipping

Shipping charged to customers on orders in your sales statuses. It is in gross sales and taken out of net sales.

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Refunds

Money refunded in the period, by refund date, whenever the order was placed. Taken off net sales in the same period.

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Orders

Orders placed in the period in your sales statuses, plus orders refunded since (they were sales when placed). More

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Orders

Orders in the list below: the dates, search and filters you chose, in any status unless you filter by status. More

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Average Order Value

What customers paid per order: order totals (after discounts, including tax and shipping) divided by the number of orders.

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Average Order Net

Net sales divided by the number of orders.

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Average Order Gross

Gross sales divided by the number of orders.

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Items Sold

Units sold: the quantities on the order lines of orders in your sales statuses.

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Items per Order

Units sold divided by the number of orders.

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Refund Rate

Orders refunded in the period (fully or partly) as a share of the orders placed in it.

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Failed Orders

Orders placed in the period whose payment failed (status Failed). They never count as sales.

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Cart Abandonment

Carts started in the period that did not become a completed order, as a share of all carts started.

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New Customer Revenue

Net sales from customers whose first order was in the period, less refunds issued on their orders.

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Returning Customer Revenue

Net sales from customers who had ordered before the period, less refunds issued on their orders.

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Customers

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Customers

Different customers who placed an order in the period. Guest checkouts with the same email count as one customer.

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New Customers

Customers whose first ever order (in your sales statuses) was placed in the period.

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Returning Customer Rate

The share of customers who ordered in the period and had ordered before it.

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Customer Lifetime Value

Everything the customers who ordered in the period have ever spent with you, less refunds, divided by the number of those customers.

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Customers

Customers whose first order was placed in these dates and who match your search and filters. The other cards on this page total their lifetime orders.

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Total Spent

Everything these customers have spent with you over their lifetime, in your sales statuses, less refunds.

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Average Lifetime Value

Total spent divided by the number of customers.

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Total Orders

Every order these customers have placed over their lifetime.

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Average Order Value

Total spent divided by total orders, for these customers.

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Items Purchased

Units on these customers’ orders over their lifetime.

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Active Subscriptions

Active subscriptions held by these customers today.

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Joined

Customers whose first order was placed in these dates. More

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Returning

Of the customers who joined in these dates, those who ordered again at any time since. More

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Retention Rate

Returning customers divided by the customers who joined in these dates. More

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Orders per Customer

Lifetime orders of the customers who joined in these dates, divided by the number of those customers. More

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Products

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Product Sales

Order line totals after discounts, excluding tax and shipping, for orders in your sales statuses.

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Products Sold

Different products with at least one sale in the period.

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Average Item Price

Product sales divided by units sold.

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Top 10 Share

The share of product sales that came from your 10 best-selling products. A high share means sales depend on a few products.

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Categories with Sales

Categories with at least one sale in the period. A parent category counts when any of its sub-categories sold.

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Top Category

The top-level category with the most product sales in the period, and its share of all product sales.

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Uncategorised Sales

Product sales from products that are in no category, so they appear in no row of the Categories report.

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Orders

Orders placed in the period, in your sales statuses, with at least one product from this category or its sub-categories.

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Customers

Different customers who bought from this category in the period. New ones placed their first ever order in the period.

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Category Sales

Product sales (line totals after discounts) of the products in a category and its sub-categories. A product in two categories counts in both.

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Products

Products in your store, as imported from WooCommerce.

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Coupons and discounts

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Coupons Used

Different coupon codes used on at least one order in the period.

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Orders with Coupons

Orders that used at least one coupon, each order counted once.

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Coupon Discounts

What coupons took off orders in the period.

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Coupon Sales

Totals (after discounts) of the orders that used a coupon, each order counted once.

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Store Credit Used

Store credit customers spent on orders in the period.

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Discounted Orders

Orders with at least one coupon applied, and their share of all orders.

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Revenue Collected

What customers actually paid: order totals after coupons and store credit.

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Given Away

Coupons and store credit as a share of gross sales: how much of the order value you did not collect.

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Free Orders

Orders fully paid with coupons or store credit, so the customer paid nothing.

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Refunds

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Refunds

Refunds issued in the period, full and partial. One order can have several.

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Refunded Amount

The total paid back in the period, including any tax and shipping refunded.

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Average Refund

Refunded amount divided by the number of refunds.

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Gateway Refunds

Refunds sent back through the payment gateway to the original payment. The rest were refunded manually, for example in cash or store credit.

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Fulfilment

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Average Time to Fulfil

Average time from an order being placed to it being marked Completed, for completed orders with a completion date.

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Fulfilled within 24h

The share of completed orders marked Completed within 24 hours of being placed.

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Fulfilled within 7 days

The share of completed orders marked Completed within 7 days of being placed.

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Completed Orders

Orders marked Completed that have a completion date, which the fulfilment times are based on.

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Subscriptions

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MRR

Monthly recurring revenue: what active subscriptions bill per month, with yearly, weekly and other schedules converted to a month.

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ARR

Annual recurring revenue: MRR × 12.

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Average MRR

MRR divided by the number of active subscriptions.

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Active Subscriptions

Subscriptions active at the end of the period: started by then and not yet ended.

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Active Subscriptions

Subscriptions active right now.

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Active Now

Of the subscriptions started in these dates, those that have not ended by today: active, pending-cancel and others still running.

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New Subscriptions

Subscriptions created in the period.

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New Subscription Value

The recurring price of the subscriptions created in the period, added up.

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Churned Subscriptions

Subscriptions that ended in the period (their end date fell in it).

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Ended

Subscriptions whose end date fell in the period.

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Cancelled

Subscriptions cancelled in the period before their end date.

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Net Change

Subscriptions started minus subscriptions cancelled in the period.

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Net Subscriptions

Signups minus subscriptions that ended in the period.

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Signups

Subscriptions created in the period, with what was paid for the orders that started them.

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Signup Revenue

Totals of the orders that started these subscriptions, in your sales statuses.

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Renewals

Paid renewal orders in your sales statuses. Failed renewals are not counted.

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Renewal Revenue

Totals of those paid renewal orders.

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Resubscribes

Paid orders from customers restarting a subscription that had ended.

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Switches

Paid orders from customers moving to a different subscription product or plan (upgrades and downgrades).

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Customers

Different customers with the subscriptions started in these dates.