Custom Metrics: Available Metrics & Filters Guide
At a glance: This article provides a full reference of all metrics and filters you can use when building custom metrics in Lifetimely. Whether you're tracking profitability, marketing efficiency, or customer behavior, this list will help you structure accurate and meaningful custom formulas.
Categories
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Profit & Loss (P&L) metrics
| Metric | Definition |
|---|---|
| AOV | Sales (after subtracting discounts but before subtracting refunds) ÷ number of orders |
| Average number of items | Average total quantity of line items across all orders |
| Bing Ads costs | Total ad spend from Bing Ads |
| Blended ROAS | Net sales ÷ total marketing spend |
| Blended CAC | Total marketing spend ÷ number of new customers |
| COGS | Product costs + shipping costs + transaction fees + fulfillment expenses |
| Contribution margin | Total sales – discounts – refunds – taxes – COGS – marketing spend |
| Discount codes | Total value of coupon code discounts from Shopify (excludes line-item discounts) |
| Facebook Ads costs | Total ad spend from Facebook Ads |
| Fulfillment expenses | Fulfillment costs from the “Fulfillment costs” tab |
| Google Ads costs | Total ad spend from Google Ads |
| Marketing costs | Total ad spend from integrations and/or manually entered marketing costs |
| Net profit | Contribution margin – Operating expenses |
| Net sales | Sales (including taxes) after both discounts and refunds |
| New customer AOV | New customer net sales ÷ new customer orders |
| New customer ROAS | New customer net sales ÷ total marketing spend |
| New customers | Number of new customers in the time period |
| New customers net sales | Net sales from new customers only |
| Operating expenses | Custom costs not designated as marketing costs |
| Orders | Number of orders in the time period |
| Other COGS | Additional product-related costs |
| Other marketing | Custom marketing costs not from ad integrations |
| % COGS | COGS ÷ Net sales |
| % Gross margin | (Net sales – taxes – COGS) ÷ Net sales |
| % Marketing | Total marketing spend ÷ Net sales |
| % Net margin | Net profit ÷ Net sales |
| % Refunds | Refunds ÷ Net sales |
| % Repeat | Repeat customers ÷ total customers |
| % Repeat net sales | Repeat customer net sales ÷ Net sales |
| Pinterest Ads costs | Total ad spend from Pinterest Ads |
| Product revenue | Sales from products before subtracting discounts and refunds |
| Products sold | Total quantity of products sold |
| Profit per new customer | Net profit from new customers ÷ number of new customers |
| Refunds | Total value of refunded orders |
| Repeat customer AOV | Repeat customer net sales ÷ repeat customer orders |
| Repeat customers | Number of returning customers |
| Repeat customers net sales | Net sales from repeat customers |
| Shipping costs | Shipping costs from the “Shipping costs” tab |
| Shipping revenue | Shipping paid by customers, before discounts and refunds |
| Snapchat Ads costs | Total ad spend from Snapchat Ads |
| Taxes | Total taxes assessed on orders |
| TikTok Ads costs | Total ad spend from TikTok Ads |
| Total sales | Sales before discounts and refunds |
| Transaction fees | Payment processor fees from the “Transaction costs” tab |
Marketing metrics
Used mostly in marketing dashboards or when building channel-specific custom metrics.
| Metric | Definition |
|---|---|
| Clicks | Number of ad clicks |
| Cost per conversion | Total spend ÷ total conversions |
| CPC | Cost per click |
| CPM | Cost per thousand impressions |
| CTR | Click-through rate |
| Impressions | Number of times the ad was viewed |
| ROAS | Return on ad spend |
| Spend | Total ad spend |
| Total conversion value | Value generated from conversions |
| Total conversions | Total number of recorded conversions |
Goal metrics
| Metric | Definition |
|---|---|
| Contribution margin | Total sales – discounts – refunds – taxes – COGS – marketing spend |
| Marketing costs | All ad spend from integrations + manually entered marketing costs |
| Net profit | Contribution margin – operating expenses |
| New customers | Number of new customers in the time period |
| New customers net sales | Net sales from new customers |
| Orders | Total number of orders |
| Product revenue | Sales from products before discounts and refunds |
| Repeat customers | Number of repeat customers |
| Repeat customers net sales | Net sales from repeat customers |
| Shipping revenue | Shipping paid by customers before discounts and refunds |
| Total sales | Sales before discounts and refunds |
Available filters
Filters can be used to narrow the scope of a custom metric. Not all metrics support filtering.
Sales & customer filters
- Sales channel
- Country
- State
- Customer tag
- Order tag
- Discount code
Marketing attribution filters
- First touch campaign, channel, content, medium, source, term
- Last touch campaign, channel, content, medium, source, term
Email (Klaviyo) filters
- Campaign
- List
- Segment
Product filters
- Product
- Product tag
- Product type
- Product variant
- SKU
- Vendor
Survey filters
- Survey question
- Survey response
Note: Some metrics - such as Net Profit, Contribution Margin, and Marketing Costs - cannot be filtered because they are not tied to specific orders or customers.