> ## Documentation Index
> Fetch the complete documentation index at: https://docs.gocrux.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Metric definitions

> Complete reference for all health metrics tracked in your Crux dashboard

This page provides definitions for every **health metric** available in our dashboard, organised by category.

<Note>
  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.
</Note>

## 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        |

<Info>
  **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.
</Info>

## 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 ↑       |