Interpret metrics on company overview page

  • Updated

The Company Overview page shows key performance indicators with two metrics that identify opportunities for improvement and move your business forward:

  • Horizon Metrics – Metrics that drive a business. 
  • Impact Metrics – Metrics that have a significant impact on the Horizon Metrics.

To access the company overview report, go to Company and select the desired reporting period and comparison period.

Horizon Metrics

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  1. Customer Lifetime Revenue – Sum of revenue through the end of that period for active customers divided by the count of active customers who purchased in that period.
  2. Total Revenue – Sum of revenue (orders minus cancels, returns, and refunds).
  3. Average Order Value – Average sum of revenue for orders in the selected period, excluding canceled orders.
  4. Conversions Per Customer – Average number of conversions per identified customers.
  5. Visits – Number of visits.
  6. Revenue Per Visit – Average revenue for the visits.

Impact Metrics

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  1. New Customers – Count of newly identified customers. A customer is anyone whose information Optimizely Data Platform (ODP) has collected, even if the individual has not made a purchase.
  2. New Purchasers – Count of first-time purchasers.
  3. New Repeat Customers – Count of customers who have purchased for their second time.
  4. New Loyal Customers – Count of customers who have purchased for their third time.
  5. New Churned Customers – Count of customers that have moved from active to churned. 
  6. No Purchase to First Purchase: The count of customers who had their first purchase in the selected period divided by the count of active customers who had not purchased prior.
  7. First Purchase to Repeat: The count of customers who had their second purchase in the selected period divided by the count of active customers who had their first purchase prior to or during.
  8. Repeat to Loyal: The count of customers who had their third purchase in the selected period divided by the count of active customers who had their second purchase prior to or during.
  9. Churn to Engaged: Count of customers that moved from churned to engaged.
  10. Churn to Purchase: Count of customers that moved from churned to purchase regardless of intervening engagements (also known as "winbacks").

Helpful definitions

  • Active Customers – Customers who have engaged with content across your communication channels, excluding email and push send events.
  • Churned Customers – Customers who have been inactive for 30 days but made a purchase prior to becoming inactive.
  • Identified Customers – Customers who are actively identifiable by a customer ID or email address, excluding anonymous visitors.