primary metric

Average Revenue per user (ARPU): The total amount of money the business makes in new transactions over a given period, divided by the total number of visitors during the same period.

Conversion Rate: The percentage of visitors who become paying customers over a given period.

Average order value: The sum of all revenue over a given time period divided by the number of orders during the same period.

Lifetime value: Average amount the customer spends for the duration of their relationship with a business

Repeat customer rate: The proportion of customers who come back to place subsequent orders

Churn: The share of customers who cancel their subscription plans over a 30-day period

Monthly recurring revenue (MMR): the sum of all revenue a business makes from subscriptions in a month

Upgrade Rate: The proportion of customers who take specifically targeted upgrade offersI

Refund Rate: Share of customers who want refunds