Interpret metrics on overview report

  • Updated

The overview report shows key performance indicators with two metrics that identify opportunities for improvement to move your business forward.

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

Your Dashboard displays the overview report. It is also accessible by clicking on Reports > Overview and expanding on the desired reporting and comparison period. 

Horizon metrics

  1. Customer Lifetime Revenue – Sum of revenue for active customers through the end of the selected period divided by the count of customers who purchased during that period. 
  2. Total Revenue – Sum of revenue (orders minus cancels, returns, and refunds).
  3. Avg 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 customer.
  5. Visits – Number of visits.
  6. Revenue Per Visit – Average revenue for the visits. 

Impact metrics

  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 purchased anything.
  2. New Purchasers – Count of first-time purchasers.
  3. New Repeat Customers – Count of customers who made a second purchase. 
  4. New Loyal Customers – Count of customers who made a third purchase. 
  5. New Churned Customers – Count of customers who have moved from active to churned. 
  6. No Purchase to First Purchase – Count of customers who made their first purchase in the selected period divided by the count of active customers who did not make any prior purchase.
  7. First Purchase to Repeat – Count of customers who made their second purchase in the selected period divided by the count of active customers who made their first purchase before or during the selected period.
  8. Repeat to Loyal – Count of customers who made their third purchase in the selected period divided by the count of active customers who made their second purchase before or during the selected period.
  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 who have engaged with content across multiple communication channels, excluding email and push-send events.
  • Churned – Customers who had been inactive for 30 days but made a purchase before becoming inactive.
  • Identified – Customers who are actively identifiable by a customer ID or email address, excluding anonymous visitors.