Interpret metrics on overview report
2 min
The overview report shows key performance indicators with two metrics that identify opportunities for improvement to move your business forward.
- Horizon Metrics – Metrics that drive a business.
- Impact Metrics – Metrics that have a significant impact on the Horizon Metrics.
Your Dashboard displays the overview report. It is also accessible by clicking on Reports > Overview and expanding on the desired reporting and comparison period.
Horizon metrics
- Customer Lifetime Revenue – Sum of revenue for active customers through the end of the selected period divided by the count of customers who purchased during that period.
- Total Revenue – Sum of revenue (orders minus cancels, returns, and refunds).
- Avg Order Value – Average sum of revenue for orders in the selected period, excluding canceled orders.
- Conversions Per Customer – Average number of conversions per identified customer.
- Visits – Number of visits.
- Revenue Per Visit – Average revenue for the visits.
Impact metrics
- New Customers – Count of newly identified customers. A customer is anyone whose information Optimizely Data Platform (ODP) has collected, even if the individual has not purchased anything.
- New Purchasers – Count of first-time purchasers.
- New Repeat Customers – Count of customers who made a second purchase.
- New Loyal Customers – Count of customers who made a third purchase.
- New Churned Customers – Count of customers who have moved from active to churned.
- No Purchase to First Purchase – Count of customers who made their first purchase in the selected period divided by the count of active customers who did not make any prior purchase.
- First Purchase to Repeat – Count of customers who made their second purchase in the selected period divided by the count of active customers who made their first purchase before or during the selected period.
- Repeat to Loyal – Count of customers who made their third purchase in the selected period divided by the count of active customers who made their second purchase before or during the selected period.
- Churn to Engaged – Count of customers that moved from churned to engaged.
- Churn to Purchase – Count of customers that moved from churned to purchase regardless of intervening engagements (also known as "winbacks").
Helpful definitions
- Active – Customers who have engaged with content across multiple communication channels, excluding email and push-send events.
- Churned – Customers who had been inactive for 30 days but made a purchase before becoming inactive.
- Identified – Customers who are actively identifiable by a customer ID or email address, excluding anonymous visitors.