Shopify Analytics Metrics Reference

This reference explains the Shopify analytics metrics available in Mixtable. Metric availability depends on the worksheet target and report type. Products, variants, customers, collections, B2B companies, orders, and store-level reports do not all offer the same calculations.

When you map an analytics column, Mixtable shows the metrics supported for that worksheet. The Pivot Table worksheet and Time Series worksheet builders show a focused subset designed for those report layouts.

Shopify sales metrics

Metric	What it measures	Useful comparison
Net Sales	Merchandise sales after discounts and returns, excluding tax	Gross Sales, discounts, and refunds
Gross Sales	Original merchandise value before discounts and returns	Net Sales
Total Sales	The broader order total, including applicable order charges and adjustments	Net Sales and the charge metrics
Orders Count	Distinct Shopify orders associated with the row	Average Order Value and quantities
Average Order Value	Sales value divided by the relevant order count	Orders Count and Net Sales

Net Sales is the best general ranking metric when you want merchandise revenue after discounts and returns. Total Sales is better when the wider amount paid on the order matters. See:

• Shopify Net Sales analytics
• Shopify Gross Sales analytics
• Shopify Total Sales analytics
• Shopify Average Order Value analytics

Quantity metrics

Metric	What it measures
Gross Quantity Sold	Units originally sold before returned or refunded quantities reduce the result
Net Quantity Sold	Units remaining after the quantity reductions included in the metric
Refunded Quantity	Units associated with Shopify refund activity
Average Order Quantity Gross	Average gross units per relevant order
Average Order Quantity Net	Average net units per relevant order

Quantity metrics answer a different question from Orders Count. One Shopify order can contain several units and several products. See Shopify Refunded Quantity analytics.

Refund metrics

Metric	What it measures
Total Refund Amount Excluding Tax	Money refunded without the refunded tax component
Total Refund Amount Including Tax	Refunded value including tax, where the target supports this metric
Refund Count	Distinct orders with refund activity associated with the row
Percent of Orders Refunded	Refunded-order count divided by the relevant order count

Refund Count is not the number of refund transactions, returned units, or return requests. Shopify returns and refunds represent different parts of the post-purchase workflow.

See:

• Total Refund Amount analytics
• Refund Count analytics
• Percent of Orders Refunded analytics

Discount metrics

Metric	What it measures	Main availability
Total Discount Amount	Discount value allocated to the relevant Shopify sales	Products, variants, collections, customers, B2B targets, and store reporting where supported
Discount Code Order Count	Distinct orders associated with discount-code allocations	Product and product-variant analytics
Allocated Discount Amount	Discount value allocated to the relevant product or variant	Product and product-variant analytics

Use the parent Shopify discount campaign filter when you need Gross Sales, Net Sales, Orders Count, quantities, or refunds for one promotion. See Shopify discount analytics.

Tax, shipping, duties, and fee metrics

Metric	What it measures
Total Tax Amount	Shopify tax amount associated with the relevant orders
Total Shipping Amount	Shipping amount associated with the relevant orders
Total Duties	Duties associated with the relevant orders
Total Additional Fees	Additional order fees associated with the relevant orders

These values help explain the difference between merchandise-focused sales metrics and broader order totals. See Shopify tax, shipping, duties, and fee analytics.

Profitability metrics

Metric	What it measures
Orders Net Profit	Net line-item value minus current variant cost, multiplied by current quantity
Gross Profit	Supported sold value minus the current cost assigned to the relevant variant quantities
% Gross Margin	Gross Profit expressed as a share of the supported sales basis
Amount of Cost of Goods Sold	Current variant cost multiplied by the relevant sold quantity

Profitability metrics depend on Shopify Cost per item. Shopify does not provide the historical cost per item from the moment an order was placed, so Mixtable uses the current variant cost. Variants without a cost cannot contribute normally to these calculations.

See Shopify profit, Gross Margin, and Cost of Goods Sold analytics.

Customer purchase metrics

Metric	What it measures
Customer Lifetime Value	Net Sales excluding tax minus the estimated cost of the goods the customer bought, so it measures the profit that customer has produced
Average Orders Count	Distinct orders divided by distinct customers in the calculation
Product Categories Bought	Distinct Shopify standardized product categories purchased by the customer
Product Types Bought	Distinct custom Shopify product types purchased by the customer
Segments Customer Is In	Shopify customer segments associated with the customer

Customer Lifetime Value follows the timeframe set on the column, so choose All time when you want a full lifetime figure. Because it subtracts cost, it depends on Cost per item for every variant the customer bought. If any purchased variant is missing a cost, the result shows N/A instead of a partial number. To rank customers by revenue rather than profit, use Total Sales or Net Sales.

See Shopify Customer Analytics.

Customer Journey attribution metrics

Metric	What it measures
Orders With Attribution	Relevant Shopify orders that contain Customer Journey attribution data
Orders Without Attribution	Relevant Shopify orders without Customer Journey attribution data
Attribution Coverage Rate	Share of relevant orders that contain attribution data
Average Days To Conversion	Average time from the tracked customer journey to conversion
Median Days To Conversion	Middle conversion-time value, which reduces the influence of unusually long journeys

Attribution metrics describe the Shopify journey data available on orders. Missing attribution does not prove that no marketing influenced the order.

See Shopify Customer Journey and marketing attribution analytics.

Fulfillment metrics

Metric	What it measures
Fulfillment Count	Fulfillment records associated with the row
Fulfilled Quantity	Quantity included in the relevant fulfillments
Average Hours To First Fulfillment	Average time from the order to its first fulfillment
Average Hours To Delivery	Average time from the order to recorded delivery

Fulfillment filters can narrow results by fulfillment status, service, location, and tracking company. See Shopify fulfillment and delivery analytics.

Return request metrics

Metric	What it measures
Return Request Count	Shopify return requests associated with the row
Return Request Rate	Return requests relative to the metric’s eligible order activity
Return Quantity	Quantity on returned line items
Return Reason Count	Returned-line-item reason occurrences associated with the row
Open Return Count	Return requests that remain open
Average Hours To Close A Return	Average time between return creation and closing

Return metrics can be filtered by return status and return reason. See Shopify return request analytics.

Where metric availability differs

Examples of target-specific availability include:

• Product Variant analytics includes profit, margin, COGS, and Orders Net Profit
• Customer analytics includes purchase-interest, segment, attribution, and return metrics
• Order analytics focuses on fulfillment, delivery, and return timing
• Company and Company Location analytics includes B2B sales, quantities, refunds, charges, and averages
• Collection analytics focuses on sales, quantities, discounts, refunds, and refunded-order percentage
• Store reporting includes the broadest storewide sales, attribution, fulfillment, and return totals

Always use the metric menu on the selected worksheet as the final availability reference.

Choose a useful supporting metric

A metric is easier to interpret when paired with its denominator or bridge:

• Net Sales with Gross Sales, discounts, and refunds
• Average Order Value with Orders Count
• Refunded Quantity with Gross Quantity Sold
• Percent of Orders Refunded with Refund Count and Orders Count
• % Gross Margin with Gross Profit and Amount of Cost of Goods Sold
• Attribution Coverage Rate with Orders With and Without Attribution
• Average delivery time with Fulfillment Count
• Return Request Rate with Return Request Count and sold quantity

Use analytics columns to place these combinations beside Shopify records, or a Pivot Table worksheet to compare them across business groups.