This page provides definitions for every health metric available in our dashboard, organised by category.
Many metrics are also available with rolling period suffixes (7d, 14d, 30d) showing performance over those time windows. These use the same health logic as their base metric.
Business metrics
Core metrics for overall business performance.
| Metric | Definition | Good direction |
|---|
| Net Revenue | Total revenue after refunds and discounts | Higher ↑ |
| New Orders | Count of first-time customer orders | Higher ↑ |
| Total Sessions | Website visits | Higher ↑ |
| Conversion Rate (CR) | Orders ÷ Sessions | Higher ↑ |
| New Customer CR | New orders ÷ Sessions | Higher ↑ |
| AOV | Average Order Value—Revenue ÷ Orders | Higher ↑ |
| FOV | First Order Value—Average value of first purchases | Higher ↑ |
| CAC | Customer Acquisition Cost—Marketing spend ÷ New customers | Lower ↓ |
| MER | Marketing Efficiency Ratio—Revenue ÷ Marketing spend | Higher ↑ |
| Spend | Total marketing spend | Higher ↑ |
| Organic Order % | Percentage of orders from non-paid channels | Higher ↑ |
| Subscription Split | New subscription orders ÷ Total new orders | Higher ↑ |
Contribution margins
| Metric | Definition | Good direction |
|---|
| CM1 | Contribution Margin 1—Revenue minus COGS | Higher ↑ |
| CM1% | CM1 as percentage of revenue | Higher ↑ |
| CM2 | Contribution Margin 2—CM1 minus marketing costs | Higher ↑ |
| CM2% | CM2 as percentage of revenue | Higher ↑ |
| CM3 | Contribution Margin 3—CM2 minus overheads | Higher ↑ |
| CM3% | CM3 as percentage of revenue | Higher ↑ |
| New CM1 / CM2 / CM3 | Contribution margins for new customers only | Higher ↑ |
| New CM1% / CM2% / CM3% | New customer contribution margins as percentages | Higher ↑ |
Channel-specific CAC
| Metric | Definition | Good direction |
|---|
| Paid Meta CAC | CAC from Meta advertising | Lower ↓ |
| Paid Search CAC | CAC from search advertising | Lower ↓ |
| VIP Influencer CAC | CAC from influencer marketing | Lower ↓ |
LTV & retention metrics
Metrics focused on customer lifetime value and retention.
| Metric | Definition | Good direction |
|---|
| LTV CM1 per Customer | Lifetime CM1 value per customer | Higher ↑ |
| LTV CM2 per Customer | Lifetime CM2 value per customer | Higher ↑ |
| LTV CM3 per Customer | Lifetime CM3 value per customer | Higher ↑ |
| LTV:CAC Ratio (CM2) | Customer lifetime value ÷ Acquisition cost | Higher ↑ |
| CAC | Customer Acquisition Cost | Lower ↓ |
| Metric | Definition | Good direction |
|---|
| Spend | Total Meta advertising spend | Higher ↑ |
| Total Users | Users acquired from Meta ads | Higher ↑ |
| New Orders | First-time orders from Meta traffic | Higher ↑ |
| CAC | Customer Acquisition Cost from Meta | Lower ↓ |
| CTR | Click-through rate on ads | Higher ↑ |
| CPU | Cost per user acquired | Lower ↓ |
| CPM | Cost per thousand impressions | Lower ↓ |
| New CR | New customer conversion rate | Higher ↑ |
| Metric | Definition | Good direction |
|---|
| Ad Win Rate (7d) | Percentage of ads meeting performance thresholds | Higher ↑ |
| Ad Velocity (7d/14d/30d) | Rate of new ad creative launches | Higher ↑ |
| Weighted Ad Age | Average age of active ads weighted by spend | Monitor |
Weighted Ad Age is a monitoring metric—it flags unusual values in either direction rather than treating high or low as inherently good or bad.
Paid Search metrics
Performance metrics for Google and Bing search advertising.
| Metric | Definition | Good direction |
|---|
| Impressions | Number of times ads were shown | Higher ↑ |
| Clicks | Number of ad clicks | Higher ↑ |
| Spend | Total search advertising spend | Higher ↑ |
| CTR | Clicks ÷ Impressions | Higher ↑ |
| CPC | Cost per click | Lower ↓ |
| CPU | Cost per user acquired | Lower ↓ |
| Total Users | Users acquired from search ads | Higher ↑ |
| New Orders | First-time orders from search traffic | Higher ↑ |
| CAC | Customer Acquisition Cost from search | Lower ↓ |
| New CR | New customer conversion rate | Higher ↑ |
| New User % | Percentage of users who are new | Higher ↑ |
Influencer metrics
Performance metrics for influencer marketing.
| Metric | Definition | Good direction |
|---|
| Post TAM | Total addressable market from influencer posts | Higher ↑ |
| Total Posts | Number of influencer posts | Higher ↑ |
| Rebook Posts | Posts from returning influencers | Higher ↑ |
| Post Winners | Posts meeting performance thresholds | Higher ↑ |
| Total Cost | Total influencer spend | Higher ↑ |
| New Orders | First-time orders from influencer traffic | Higher ↑ |
| CAC | Customer Acquisition Cost from influencers | Lower ↓ |
| Post Win Rate | Winning posts ÷ Total posts | Higher ↑ |
| Rebook Rate | Rebooked influencers ÷ Total influencers | Higher ↑ |
