Business Metrics Report

The Business Metrics report gives you a single view of how your business and marketing are performing, what’s driving changes in your key numbers, and where your next growth opportunities are.

You’ll find it in Analytics → Business Metrics.

The report always covers the last two years, even if your project has older data. By default it shows the last 12 months with a monthly breakdown, all metrics calculated against the Orders target action, and a year-over-year comparison.

What you can do with this report

• Assess the current state of your business and marketing.
• Track what’s causing changes in your target metrics.
• Spot growth opportunities across segments and channels.

How often the data updates. Metrics for the last 4 months (including the current, incomplete month) refresh every Sunday. A full recalculation runs the following Sunday whenever attribution settings, target actions, or the brand’s industry change.

Set up the report

1. Pick a period

Choose the reporting window. Data is broken down by month, and the right boundary date is included in the calculation.

2. Configure your metrics

Default metrics are filled in automatically based on the data available in your project. You can add up to 4 target metrics. Your selections are saved per brand.

You can:

• Add metrics with the Add metric button (up to 4 total).
• Pick the target action used to calculate each metric.
• For campaigns, filter by channel (SMS, email, web push, mobile push) and by type (bulk, automated, transactional).
• For personalization, filter by form type (popup, embedded block, recommendation widget).
• Apply a lifecycle segment or a custom segment.

3. Configure the chart

You have three display modes:

• Year-over-year comparison for a single metric.
• Two-metric comparison (toggle from the chart icon).
• Additional settings for data points and growth display.

4. See how segments influence your metrics

The report distributes customers across lifecycle stage segments and shows how each stage contributes to the selected metric. By default it shows Customer count.

Segments without orders — New without order, Pre-churn, Churn, and No order — won’t show data for sales-related metrics.

5. Add segments to analyze

You can select up to 30 segments for analysis, including static, recalculated, and RFM-based customer segments.

How metrics are calculated for added segments:

• Only events that happened while a customer was in the selected segment are counted.
• The moment a customer enters a segment is shifted back to 00:00 of the previous calendar day for the calculation. This keeps the analysis consistent and accounts for delays in segment recalculation.

Exceptions. The following metrics don’t take added segments into account:

• Revenue share from campaigns
• First order conversion
• Repeat order conversion
• First order conversion from campaigns
• Repeat order conversion from campaigns

Data availability. Subscriber metrics are only available for the last month. Segment data is available from the segment’s creation date and is recalculated the Monday following the weekly report update.

6. Find your most effective campaigns

This section reports on scenarios and bulk campaigns using three metrics:

• Revenue from conversion — total revenue from orders attributed to a campaign within the target action, where the campaign was sent during the selected period.
• Recipients — average monthly number of customers who received at least one delivery from the campaign during the period.
• Revenue per recipient — revenue from attributed orders divided by recipients. Only calculated for months in which the campaign actually sent messages.

You can:

• Set the target action.
• Choose a lifecycle segment.
• Toggle between the Scenarios and Bulk tabs.
• Filter to active campaigns only. When this is on, completed scenarios appear in gray.

Metric reference

Business metrics

Metric	Definition
Revenue	Total revenue from all orders within the target action.
Orders	Number of orders for the period.
Average order value	Revenue divided by the number of orders within the target action.
First order conversion	Share of registered customers who placed their first order within the target action, out of all customers registered in the period.
Repeat order conversion	Share of customers who placed a repeat order within the target action, out of customers with at least one order (excluding churn).
Orders per buyer per month	Average number of orders per customer per month.
Customer count	Number of registered customers in the brand as of the last report update.
New customer registrations	Customers registered during the period.

Maestra metrics

Metric	Definition
Total CRM revenue	Revenue from unique orders attributed to at least one channel (campaigns, personalization, in-app).
CRM share of revenue	Share of revenue from unique orders attributed to at least one channel, out of total revenue within the goal.
CRM orders	Number of unique orders attributed to at least one channel.
Average CRM order value	Revenue from unique attributed orders divided by the number of orders.

Campaign metrics

Metric	Definition
Revenue from campaigns	Revenue from orders attributed to campaigns within the target action.
Campaign revenue share	Share of attributed campaign revenue out of total revenue within the target action.
Orders from campaigns	Number of attributed orders within the target action.
Average campaign order value	Revenue from attributed orders divided by the number of orders.
First order conversion from campaigns	Registered customers who placed their first attributed order, out of all customers registered in the period.
Repeat order conversion from campaigns	Customers who placed a repeat attributed order, out of customers with at least one order (excluding churn).
Goal conversion from campaigns	Attributed orders divided by deliveries in the period (excludes deleted customers).
Campaign revenue per recipient	Revenue from attributed orders divided by reach.
Subscribers	Customers with a valid contact who are subscribed to at least one topic in a single channel, as of the last report update.
Recipients	Customers who received at least one non-excluded delivery in the last month of the period.
Delivered messages per recipient	Average number of communications per recipient per month (only deliveries not excluded from attribution).

Personalization metrics

Metric	Definition
Revenue from personalization	Revenue from orders attributed to personalization within the target action.
Personalization revenue share	Share of attributed personalization revenue out of total revenue within the target action.
Orders from personalization	Number of attributed orders within the target action.
Average personalization order value	Revenue from attributed orders divided by the number of orders.

In-app metrics

Metric	Definition
Revenue from in-app	Revenue from orders attributed to in-app within the target action.
In-app revenue share	Share of attributed in-app revenue out of total revenue within the target action.
Orders from in-app	Number of attributed orders within the target action.
Average in-app order value	Revenue from attributed orders divided by the number of orders.

Loyalty metrics

Metric	Definition
Loyalty program participants	Customers in the loyalty participant segment (defined under Settings → Loyalty).
Revenue	Revenue from the participant or non-participant segment.
Revenue share	Share of participant revenue out of total revenue.
Orders	Orders from the participant or non-participant segment.
Average order value	Average order value in the participant or non-participant segment.
Average order value uplift	Difference between participant and non-participant average order values.
Points accrued	Points accrued to loyalty participants.
Points redeemed	Points redeemed by loyalty participants.
Points redemption rate	Share of redeemed points out of accrued points (excludes expired points).
Total discount amount	Total discount given to the participant segment.
Discount share	Share of participant discounts out of total revenue.

Goals

A goal is a target value for a business metric that you want to hit in a given timeframe through your marketing.

Setting goals helps you:

• Make results and the path to reach them explicit.
• Track your current progress at a glance.

You can set up to 4 goals per brand.

For each goal, you configure:

• Metric — the performance indicator you’re targeting.
• Target action — for metrics where it applies.
• Customer segment.
• Goal period — the timeframe to reach the target.
• Target value — what you want to hit.
• Hypotheses — how you plan to get there.

You can set multiple goals on the same metric. That’s useful when you want to track a long-term strategy alongside short-term priorities — for example, a six-month strategic revenue goal plus a monthly tactical goal on the same number.

How data deletion affects the report

• Automatic customer deletion affects only customer and subscriber counts. Orders from deleted customers stay in all other metrics.
• Automatic deletion of customer actions has no impact on the report. The action data is retained in metrics.
• Manual deletion of customers or actions in the last 4 months is reflected in the metrics. Older manual deletions don’t affect the report.

When you change attribution settings or target actions, an automatic two-year recalculation runs the following Sunday and accounts for all deleted orders and customers within the recalculation window.

FAQ

Why do metrics in this report differ from other Maestra reports?

Three things typically cause the difference:

1. Data grouping. Business Metrics groups by month; other reports use specific dates.
2. Update frequency. Business Metrics updates weekly; other reports update daily.
3. Recalculation window. Business Metrics recalculates 60 days every week; the Campaigns report recalculates 90 days.

How do order status changes affect what I see?

Orders with Canceled or Returned status are excluded from the report and from all metric calculations. Only the statuses specified in your target action settings appear in the report.