> ## Documentation Index
> Fetch the complete documentation index at: https://help.maestra.io/llms.txt
> Use this file to discover all available pages before exploring further.
# 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.
## 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.
**How often the data updates.** Metrics for the last 4 months (including the current, incomplete month) refresh every Sunday. A full recalculation runs the following Sunday whenever attribution settings, target actions, or the brand's industry change.
## Set up the report
### 1. Pick a period
Choose the reporting window. Data is broken down by month, and the right boundary date is included in the calculation.
### 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.
### 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.
### 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**.
Segments without orders — **New without order**, **Pre-churn**, **Churn**, and **No order** — won't show data for sales-related metrics.
### 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.
### 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.
## Metric reference
### Business metrics
| Metric | Definition |
| ------------------------------ | ----------------------------------------------------------------------------------------------------------------------------------- |
| **Revenue** | Total revenue from all orders within the target action. |
| **Orders** | Number of orders for the period. |
| **Average order value** | Revenue divided by the number of orders within the target action. |
| **First order conversion** | Share of registered customers who placed their first order within the target action, out of all customers registered in the period. |
| **Repeat order conversion** | Share of customers who placed a repeat order within the target action, out of customers with at least one order (excluding churn). |
| **Orders per buyer per month** | Average number of orders per customer per month. |
| **Customer count** | Number of registered customers in the brand as of the last report update. |
| **New customer registrations** | Customers registered during the period. |
### Maestra metrics
| Metric | Definition |
| --------------------------- | ------------------------------------------------------------------------------------------------------------- |
| **Total CRM revenue** | Revenue from unique orders attributed to at least one channel (campaigns, personalization, in-app). |
| **CRM share of revenue** | Share of revenue from unique orders attributed to at least one channel, out of total revenue within the goal. |
| **CRM orders** | Number of unique orders attributed to at least one channel. |
| **Average CRM order value** | Revenue from unique attributed orders divided by the number of orders. |
### Campaign metrics
| Metric | Definition |
| ------------------------------------------ | -------------------------------------------------------------------------------------------------------------------------- |
| **Revenue from campaigns** | Revenue from orders attributed to campaigns within the target action. |
| **Campaign revenue share** | Share of attributed campaign revenue out of total revenue within the target action. |
| **Orders from campaigns** | Number of attributed orders within the target action. |
| **Average campaign order value** | Revenue from attributed orders divided by the number of orders. |
| **First order conversion from campaigns** | Registered customers who placed their first attributed order, out of all customers registered in the period. |
| **Repeat order conversion from campaigns** | Customers who placed a repeat attributed order, out of customers with at least one order (excluding churn). |
| **Goal conversion from campaigns** | Attributed orders divided by deliveries in the period (excludes deleted customers). |
| **Campaign revenue per recipient** | Revenue from attributed orders divided by reach. |
| **Subscribers** | Customers with a valid contact who are subscribed to at least one topic in a single channel, as of the last report update. |
| **Recipients** | Customers who received at least one non-excluded delivery in the last month of the period. |
| **Delivered messages per recipient** | Average number of communications per recipient per month (only deliveries not excluded from attribution). |
### Personalization metrics
| Metric | Definition |
| --------------------------------------- | ------------------------------------------------------------------------------------------ |
| **Revenue from personalization** | Revenue from orders attributed to personalization within the target action. |
| **Personalization revenue share** | Share of attributed personalization revenue out of total revenue within the target action. |
| **Orders from personalization** | Number of attributed orders within the target action. |
| **Average personalization order value** | Revenue from attributed orders divided by the number of orders. |
### In-app metrics
| Metric | Definition |
| ------------------------------ | --------------------------------------------------------------------------------- |
| **Revenue from in-app** | Revenue from orders attributed to in-app within the target action. |
| **In-app revenue share** | Share of attributed in-app revenue out of total revenue within the target action. |
| **Orders from in-app** | Number of attributed orders within the target action. |
| **Average in-app order value** | Revenue from attributed orders divided by the number of orders. |
### Loyalty metrics
| Metric | Definition |
| -------------------------------- | ------------------------------------------------------------------------------------ |
| **Loyalty program participants** | Customers in the loyalty participant segment (defined under **Settings → Loyalty**). |
| **Revenue** | Revenue from the participant or non-participant segment. |
| **Revenue share** | Share of participant revenue out of total revenue. |
| **Orders** | Orders from the participant or non-participant segment. |
| **Average order value** | Average order value in the participant or non-participant segment. |
| **Average order value uplift** | Difference between participant and non-participant average order values. |
| **Points accrued** | Points accrued to loyalty participants. |
| **Points redeemed** | Points redeemed by loyalty participants. |
| **Points redemption rate** | Share of redeemed points out of accrued points (excludes expired points). |
| **Total discount amount** | Total discount given to the participant segment. |
| **Discount share** | Share of participant discounts out of total revenue. |
## 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.
## 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.
## FAQ
Three things typically cause the difference:
1. **Data grouping.** Business Metrics groups by month; other reports use specific dates.
2. **Update frequency.** Business Metrics updates weekly; other reports update daily.
3. **Recalculation window.** Business Metrics recalculates 60 days every week; the Campaigns report recalculates 90 days.
Orders with **Canceled** or **Returned** status are excluded from the report and from all metric calculations. Only the statuses specified in your target action settings appear in the report.