Metric definitions

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 ↓

Paid Meta metrics

Performance metrics for Meta (Facebook/Instagram) advertising.

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 ↑

Creative performance

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 ↑

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Metric definitions

Business metrics

Contribution margins

Channel-specific CAC

LTV & retention metrics

Paid Meta metrics

Creative performance

Paid Search metrics

Influencer metrics

​Business metrics

​Contribution margins

​Channel-specific CAC

​LTV & retention metrics

​Paid Meta metrics

​Creative performance

​Paid Search metrics

​Influencer metrics

Business metrics

Contribution margins

Channel-specific CAC

LTV & retention metrics

Paid Meta metrics

Creative performance

Paid Search metrics

Influencer metrics