% New Sessions

An estimate of the percentage of first time visits.

Active Subscriptions

The total number of users who are signed up within a given time period.

Average Order Value

Average order value (AOV) tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company's average order value, simply divide total revenue by the number of orders.

Average Session Time

Average session duration is: total duration of all sessions (in seconds) / number of sessions.

Bounce Rate

Bounce rate is the percentage of single page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further.

Cancelled Subscriptions

The number of users who cancelled their subscription within a given time period.

Conversion Rate

The sum of all individual goal conversion rates.

Cost of Goods Sold

Cost of goods sold (COGS) are the direct costs attributable to the production of the goods sold by a company. This amount includes the cost of the materials used in creating the good along with the direct labor costs used to produce the good.

Customer Acquisition Cost

Customer Acquisition Cost is the cost associated in convincing a customer to buy a product/service. This cost is incurred by the organization to convince a potential customer. This cost is inclusive of the product cost as well as the cost involved in research, marketing, and accessibility costs.


An expense consists of the economic costs a business incurs through its operations to earn revenue.

Gross Profit

Gross profit is a company's total revenue (equivalent to total sales) minus the cost of goods sold. Gross profit is the profit a company makes after deducting the costs associated with making and selling its products, or the costs associated with providing its services.


MRR is an acronym for Monthly Recurring Revenue, or very simply a measure of your predictable revenue stream. A primary purpose of MRR is to permit performance reporting across dissimilar subscriptions terms.

Net Income

Net income (NI) is a company's total earnings (or profit); net income is calculated by taking revenues and subtracting the costs of doing business such as depreciation, interest, taxes and other expenses.

New Subscriptions

The number of new users who signed up within a given time period.


A session is a group of user interactions with your website that take place within a given time frame. For example a single session can contain multiple page views, events, social interactions, and ecommerce transactions.

Total Sales

Total sales revenue, sometimes called gross sales, is the total amount of sales in a given period. Total sales revenue can be represented in several ways, but it is typically formulated as total number of units sold times price per unit.


Users who have initiated at least one session during the date range.


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