Business Metrics Report

The Business Metrics report gives you a single view of how your business and marketing are performing, what’s driving changes in your key numbers, and where your next growth opportunities are. You’ll find it in Analytics → Business Metrics. The report always covers the last two years, even if your project has older data. By default it shows the last 12 months with a monthly breakdown, all metrics calculated against the Orders target action, and a year-over-year comparison.

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What you can do with this report

• Assess the current state of your business and marketing.
• Track what’s causing changes in your target metrics.
• Spot growth opportunities across segments and channels.

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Set up the report

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1. Pick a period

Choose the reporting window. Data is broken down by month, and the right boundary date is included in the calculation.

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2. Configure your metrics

Default metrics are filled in automatically based on the data available in your project. You can add up to 4 target metrics. Your selections are saved per brand. You can:

• Add metrics with the Add metric button (up to 4 total).
• Pick the target action used to calculate each metric.
• For campaigns, filter by channel (SMS, email, web push, mobile push) and by type (bulk, automated, transactional).
• For personalization, filter by form type (popup, embedded block, recommendation widget).
• Apply a lifecycle segment or a custom segment.

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3. Configure the chart

You have three display modes:

• Year-over-year comparison for a single metric.
• Two-metric comparison (toggle from the chart icon).
• Additional settings for data points and growth display.

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4. See how segments influence your metrics

The report distributes customers across lifecycle stage segments and shows how each stage contributes to the selected metric. By default it shows Customer count.

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5. Add segments to analyze

You can select up to 30 segments for analysis, including static, recalculated, and RFM-based customer segments. How metrics are calculated for added segments:

• Only events that happened while a customer was in the selected segment are counted.
• The moment a customer enters a segment is shifted back to 00:00 of the previous calendar day for the calculation. This keeps the analysis consistent and accounts for delays in segment recalculation.

Exceptions. The following metrics don’t take added segments into account:

• Revenue share from campaigns
• First order conversion
• Repeat order conversion
• First order conversion from campaigns
• Repeat order conversion from campaigns

Data availability. Subscriber metrics are only available for the last month. Segment data is available from the segment’s creation date and is recalculated the Monday following the weekly report update.

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6. Find your most effective campaigns

This section reports on scenarios and bulk campaigns using three metrics:

• Revenue from conversion — total revenue from orders attributed to a campaign within the target action, where the campaign was sent during the selected period.
• Recipients — average monthly number of customers who received at least one delivery from the campaign during the period.
• Revenue per recipient — revenue from attributed orders divided by recipients. Only calculated for months in which the campaign actually sent messages.

You can:

• Set the target action.
• Choose a lifecycle segment.
• Toggle between the Scenarios and Bulk tabs.
• Filter to active campaigns only. When this is on, completed scenarios appear in gray.

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Metric reference

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Business metrics

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Maestra metrics

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Campaign metrics

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Personalization metrics

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In-app metrics

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Loyalty metrics

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Goals

A goal is a target value for a business metric that you want to hit in a given timeframe through your marketing. Setting goals helps you:

• Make results and the path to reach them explicit.
• Track your current progress at a glance.

You can set up to 4 goals per brand. For each goal, you configure:

• Metric — the performance indicator you’re targeting.
• Target action — for metrics where it applies.
• Customer segment.
• Goal period — the timeframe to reach the target.
• Target value — what you want to hit.
• Hypotheses — how you plan to get there.

You can set multiple goals on the same metric. That’s useful when you want to track a long-term strategy alongside short-term priorities — for example, a six-month strategic revenue goal plus a monthly tactical goal on the same number.

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How data deletion affects the report

• Automatic customer deletion affects only customer and subscriber counts. Orders from deleted customers stay in all other metrics.
• Automatic deletion of customer actions has no impact on the report. The action data is retained in metrics.
• Manual deletion of customers or actions in the last 4 months is reflected in the metrics. Older manual deletions don’t affect the report.

When you change attribution settings or target actions, an automatic two-year recalculation runs the following Sunday and accounts for all deleted orders and customers within the recalculation window.

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FAQ