Metrics Overview

Last updated: February 11, 2026

Here's an overview of all the key metrics available on the StoreHero platform. Each metric is defined with its formula and intended use to help you better understand and utilise these metrics for growing your e-commerce business profitably.

Metric	Formula	Use
AOV	Total Sales / Orders	Used to determine the average order value over a period.
Acquisition MER	Total New Customer Revenue / Total Ad Spend	Used to measure the efficiency of marketing expenses for acquiring new customers.
Average No of Items	Total Items Sold / Orders	Used to track the average number of items per order.
BEP MER	Gross Profit / Total Revenue = Breakeven MER	The Marketing Efficiency Ratio (MER) required for your ads to be profitable based on your gross profit margins.
BEP ROAS	AOV / Gross Profit Per Order = Break Even ROAS	The Return on Ad Spend required for your ads to be profitable based on your gross profit margins.
COGS	Product Costs + Shipping Costs + Fulfilment Costs + Packaging Costs + Transaction Fees	Used to determine the direct costs attributable to the goods sold.
COGS %	(COGS / Net Sales) * 100	Used to analyze the cost of goods sold as a percentage of net sales.
Contribution Margin	Gross Profit - Marketing Costs	Used to evaluate the profitability after variable costs are subtracted from sales.
Contribution Margin %	(Contribution Margin / Net Sales) * 100	Used to measure contribution margin as a percentage of net sales.
Cost Per Acquisition	(Ad Spend + Marketing Costs) / New Customers	Used to measure the cost to acquire a new customer.
Fulfillment Cost	Set in settings > order costs > fulfillment	Used to track costs associated with fulfilling orders. Typically a combination of a pick cost, charged on an order basis and pack cost, charged on a unit basis.
Gross Profit	Net Sales - COGS	Used to measure net sales minus the cost of goods sold.
Gross Profit %	(Gross Profit / Net Sales) * 100	Used to measure gross profit as a percentage of net sales.
Gross Profit Per New Customer	(New Customer Net Sales - New Customer COGS) / Number of New Customers	Used to measure the profit from new customers.
Gross Profit Per Repeat Customer	Repeat Customer Net Sales - Repeat Customer COGS	Used to measure the profit from repeat customers.
MER	Net Sales / Total Marketing spend	Used to measure the total return on marketing spend.
Marketing %	(Marketing Costs / Net Sales) * 100	Used to track marketing costs as a percentage of net sales.
Net Profit	Net Sales - COGS - Marketing Costs - Operating Expenses	Used to measure the net profitability after all expenses.
Net Profit %	(Net Profit / Net Sales) * 100	Used to measure net profit as a percentage of net sales.
Net Sales	Gross Sales - Taxes - Discounts - Returns + Shipping Revenue	Used to measure revenue generated from sales after deductions.
New Customer AOV	New Customer Sales / New Customers	Used to determine the average order value from new customers.
New Customer Acquisition Cost	Ad Spend + Marketing Costs / New Customers	Used to measure the cost to acquire a new customer.
New Customer Contribution Margin	New Customer Gross Profit - New Customer Marketing Costs	Used to evaluate the profitability of new customers after variable costs.
New Customer Sales	Net Sales generated by New Customers	Used to measure net sales generated from new customers.
New Customers	Number of New Customers during given period	Used to count the number of first-time buyers during a period.
Operational Expenses	Set in settings > business costs > other costs	Used to track costs related to the operation of the business.
Orders	Total orders during given period	Used to count the total number of orders during a period.
Repeat Customer AOV	Repeat Customer Sales / Repeat Customers	Used to determine the average order value from repeat customers.
Repeat Customer Sales	Net Sales generated by Repeat Customers	Used to measure net sales generated from repeat customers.
Repeat Customers	Number of Repeat Customers during given period	Used to measure customers who have made more than one purchase.
Returns	Total Refunds reported in Shopify	Used to measure the value of products returned by customers.
Shipping Cost	Store shipping cost per order. Set in settings > order costs > shipping	Used to track the shipping cost paid by the store to shipping providers.
Shipping Paid	Shipping paid for by customer as reported in Shopify	Used to measure shipping paid by customers as part of orders.
Staff Cost %	(Staff Costs / Net Sales) * 100	Used to measure staff costs as a percentage of net sales.
Taxes	Taxes reported by Shopify	Used to indicate the tax amount included in the sales.
Total Ad Spend	Blended spend reported by connected ad channels	Used to track the total cost of paid advertising across connected channels.
Total Customers	Total Customers during given period	Used to count the total number of unique customers who have made purchases.
Total Sales	Gross Sales - Discounts - Returns + Taxes + Shipping	Used to measure the overall sales generated by the business.
Total Sales MER	Total Sales / Total Ad Spend	Used to measure total sales divided by total ad spend.
Transaction Fees	Amount charged by payment processing gateways	Used to measure card processing fees paid by customers as part of orders.