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Use the Business Metrics report together with the Segment Report in Maestra to pinpoint what’s driving changes in your key metrics — and uncover concrete growth opportunities for your business. We’ll walk through the process using the Newcomers segment as an example. Open the report and look at the revenue chart. In this example, revenue is down 25% year over year, and the chart shows that growth has been slowing for the past six months.

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Step 2: Figure out why revenue growth has slowed

Hypothesis: the drop in revenue is tied to either a decline in orders or a lower average order value. To test this, add the Number of Orders and Average Order Value metrics to the dashboard and compare them against revenue. Start by comparing revenue and orders. Add both metrics to the chart. You’ll see that the drop in revenue is proportional to the drop in order volume, which points to a direct relationship between the two. Average order value, meanwhile, has held steady.

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Step 3: Look at how customers are converting into orders

Add the First Order Conversion and Repeat Order Conversion metrics to the dashboard. In this example, first-order conversion is down 26.66% year over year, with the decline starting in the last six months. Repeat-order conversion, on the other hand, is unchanged. That tells us the business is doing a worse job of motivating new customers to place their first purchase.

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Step 4: Check whether email campaigns are driving purchases

Add the New Customer Sign-ups and First Order Conversion from Email metrics to the chart. Here’s where a growth opportunity surfaces — over the past five months, a lot of new customers have come in, but email campaigns haven’t motivated them to place a first order. At the same time, the subscriber base keeps growing.

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Step 5: Dig into the Newcomers segment

Now break down your business metrics by newcomer segments. In the Segment Impact on Metrics section, click Segment Report to open the detailed view. In the report, you can see that the number of new customers with one order has dropped, while the number of newcomers with no orders has grown compared to the same period last year. At the same time, the Communication Performance table shows that new customers are receiving fewer email campaigns than they did a year ago. Over the last month, only 28% of newcomers with an order (2,509 out of 9,025) and 30% of newcomers without an order (2,659 out of 8,838) received any emails at all. Meanwhile, plenty of newcomers are opting in to SMS. To reach more of them and boost the share of newcomers who place a first order, consider adding SMS to your welcome campaign.

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Step 6: Audit the campaigns running on newcomers

In the Top Performing Campaigns section, switch to Scenarios mode and filter by Newcomers Without an Order. This shows you which campaigns are currently being sent to that segment to drive first-order conversion. At the top of the list — ranked by recipient volume — you’ll see that the leading campaign is a browse-abandonment scenario, not the welcome series. That’s a clear signal: the welcome series needs to be improved and expanded to cover the full newcomer segment.