Reference / Metrics
Every number has a fork in it.
- Metrics
- 13
- With a worked figure
- 13
- Taken from
- finished projects
Metric
Average order value
The easiest metric in ecommerce to calculate and one of the easiest to calculate four different ways without noticing.
Metric
Repeat purchase rate
The metric that decides whether you have a business or a customer acquisition habit, and the one most often computed on a window too short to show it.
Metric
Days sales outstanding
How long your money takes to arrive, expressed as a single number that no individual client matches.
Metric
Cash runway
How long you last at the current rate, and the reason the honest version of this number is so much shorter than the flattering one.
Metric
Donor retention rate
The sector's headline health metric, and the one most distorted by the duplicate records nobody has time to merge.
Metric
Revenue concentration
A year that grew while becoming dependent on eleven households is a worse year than it looks.
Metric
No-show rate
A rate that counts three different events, costing a session, a phone call and nothing respectively.
Metric
Utilization rate
The metric that decides whether you need more hours or the same hours somewhere else, and the one most often computed against a denominator that guarantees a flattering answer.
Metric
Contribution margin
The number that decides whether a product can afford to be advertised, and the reason a 59% gross margin can be negative.
Metric
Dead stock share
The share of your stock value that has stopped moving, computed from when things actually last sold rather than from what the stock sheet claims.
Metric
Survey completion rate
Reported as a health metric, and actually the single best predictor of whether your headline finding will survive contact with reality.
Metric
Customer acquisition cost
Every ad platform reports a version of this, and the versions sum to more customers than exist.
Metric
Gross margin
The margin most systems report, and the one that hides every variable cost of actually selling something.
Each figure above is read out of one of the worked examples on this site rather than typed into this page, so opening one shows you the calculation, its filters and the rows behind it. The examples are demonstration data we built, not customer work. A metric with no worked example does not get a page.