Shopify Analytics Metrics Reference for Mixtable

This reference explains the Shopify analytics metrics available in Mixtable. Metric availability depends on the worksheet target and report type. Products, variants, customers, collections, B2B companies, orders, and store-level reports do not all offer the same calculations.

When you add an analytics column, the Sales & analytics section of the field picker lists the metrics supported for that worksheet. The Pivot Table worksheet and Time Series worksheet builders show a focused subset designed for those report layouts, and each report row can only calculate some of them (see what a report row can show).

A few metric names vary slightly by worksheet. The tables below use the names shown on Products worksheets and store-level reports. Customer, Company, and Company Location worksheets say Order Count, Total Refunded Excluding Tax, and Total Refunded Including Tax. Customers worksheets also say Average Ordered Quantity Net and Average Ordered Quantity Gross, while Company and Company Location worksheets say Average Order Quantity (Net) and Average Order Quantity (Gross).

Shopify sales metrics

Metric	What it measures	Useful comparison
Net Sales	Merchandise sales after discounts and returns, excluding tax	Gross Sales, discounts, and refunds
Gross Sales	Original merchandise value before discounts and returns	Net Sales
Total Sales	The broader order total, including applicable order charges and adjustments	Net Sales and the charge metrics
Orders Count	Distinct Shopify orders associated with the row	Average Order Value and quantities
Average Order Value	Sales value divided by the relevant order count	Orders Count and Net Sales

Net Sales is the best general ranking metric when you want merchandise revenue after discounts and returns. Total Sales is better when the wider amount paid on the order matters. See:

Quantity metrics

Metric	What it measures
Gross Quantity Sold	Units originally sold before returned or refunded quantities reduce the result
Net Quantity Sold	Units remaining after the quantity reductions included in the metric
Refunded Quantity	Units associated with Shopify refund activity
Average Order Quantity Gross	Average gross units per relevant order
Average Order Quantity Net	Average net units per relevant order

Quantity metrics answer a different question from Orders Count. One Shopify order can contain several units and several products. See Shopify Refunded Quantity analytics.

Refund metrics

Metric	What it measures
Total Refund Amount Excluding Tax	Money refunded without the refunded tax component
Total Refund Amount Including Tax	Refunded value including tax, where the target supports this metric
Refund Count	Distinct orders with refund activity associated with the row
Percent of Orders Refunded	Refunded-order count divided by the relevant order count

Refund Count is not the number of refund transactions, returned units, or return requests. Shopify returns and refunds represent different parts of the post-purchase workflow.

See:

Discount metrics

Metric	What it measures	Main availability
Total Discount Amount	Discount value allocated to the relevant Shopify sales	Products, variants, collections, customers, B2B targets, and store reporting where supported
Discount Code Order Count	Distinct orders associated with discount-code allocations	Product and product-variant analytics
Allocated Discount Amount	Discount value allocated to the relevant product or variant	Product and product-variant analytics

Use the parent Shopify discount campaign filter when you need Gross Sales, Net Sales, Orders Count, quantities, or refunds for one promotion. See Shopify discount analytics.

Tax, shipping, duties, and fee metrics

Metric	What it measures
Total Tax Amount	Shopify tax amount associated with the relevant orders
Total Shipping Amount	Shipping amount associated with the relevant orders
Total Duties	Duties associated with the relevant orders
Total Additional Fees	Additional order fees associated with the relevant orders

These values help explain the difference between merchandise-focused sales metrics and broader order totals. See Shopify tax, shipping, duties, and fee analytics.

Profitability metrics

Metric	What it measures
Orders Net Profit	Net line-item value minus current variant cost, multiplied by current quantity
Gross Profit	Supported sold value minus the current cost assigned to the relevant variant quantities
% Gross Margin	Gross Profit expressed as a share of the supported sales basis
Amount of Cost of Goods Sold	Current variant cost multiplied by the relevant sold quantity

Profitability metrics depend on Shopify Cost per item. Shopify does not provide the historical cost per item from the moment an order was placed, so Mixtable uses the current variant cost. Variants without a cost cannot contribute normally to these calculations. Because they are worked out variant by variant, these metrics are available on Product Variant worksheets and, in reports, on custom rows that analyze Product Variants.

See Shopify profit, Gross Margin, and Cost of Goods Sold analytics.

Customer purchase metrics

Metric	What it measures
Customer Lifetime Value	Net Sales excluding tax minus the estimated cost of the goods the customer bought, so it measures the profit that customer has produced
Average Orders Count	Distinct orders divided by distinct customers in the calculation
Product Categories Bought	Distinct Shopify standardized product categories purchased by the customer
Product Types Bought	Distinct custom Shopify product types purchased by the customer
Segments Customer Is In	Shopify customer segments associated with the customer

Customer Lifetime Value follows the timeframe set on the column, so choose All time when you want a full lifetime figure. Because it subtracts cost, it depends on Cost per item for every variant the customer bought. If any purchased variant is missing a cost, the result shows N/A instead of a partial number. To rank customers by revenue rather than profit, use Total Sales or Net Sales.

See Shopify Customer Analytics.

Customer Journey attribution metrics

Metric	What it measures
Orders With Attribution	Relevant Shopify orders that contain Customer Journey attribution data
Orders Without Attribution	Relevant Shopify orders without Customer Journey attribution data
Attribution Coverage Rate	Share of relevant orders that contain attribution data
Average Days To Conversion	Average time from the tracked customer journey to conversion
Median Days To Conversion	Middle conversion-time value, which reduces the influence of unusually long journeys

Attribution metrics describe the Shopify journey data available on orders. Missing attribution does not prove that no marketing influenced the order.

See Shopify Customer Journey and marketing attribution analytics.

Fulfillment metrics

Metric	What it measures
Fulfillment Count	Fulfillment records associated with the row
Fulfilled Quantity	Quantity included in the relevant fulfillments
Average Hours To First Fulfillment	Average time from the order to its first fulfillment
Average Hours To Delivery	Average time from the order to recorded delivery

Fulfillment filters can narrow results by fulfillment status, service, location, and tracking company. See Shopify fulfillment and delivery analytics.

Return request metrics

Metric	What it measures
Return Request Count	Shopify return requests associated with the row
Return Request Rate	Return requests relative to the metric’s eligible order activity
Return Quantity	Quantity on returned line items
Return Reason Count	Returned-line-item reason occurrences associated with the row
Open Return Count	Return requests that remain open
Average Hours To Close A Return	Average time between return creation and closing

Return metrics can be filtered by return status and return reason. See Shopify return request analytics.

Inventory metrics

Inventory metrics come from your store’s stock history rather than from orders. In the field picker, they sit in the Inventory history group at the end of Sales & analytics. In the Which metric? list, they sit at the end under an Inventory heading.

Metric	What it measures
Opening Stock	Units in stock at the start of the chosen day
Closing Stock	Units in stock at the end of the chosen day
Stock Change	Closing stock minus opening stock over the period
Average Daily Stock	Average number of units in stock per day over the period
Closing Value at Cost	Units in stock at the end of the chosen day, valued at their cost per item. Units without a cost are left out
Closing Value at Retail	Units in stock at the end of the chosen day, valued at their selling price
Units Without Cost	Units in stock at the end of the chosen day that have no cost per item, which Closing Value at Cost leaves out
Days In Stock	Days in the period when the variant had stock
Days Out of Stock	Days in the period when the variant had none
In-Stock Rate	Share of the period’s days with stock, across the item’s variants
Out-of-Stock Variants	Variants with no stock at the end of the chosen day
Last In-Stock Date	The last day the item had stock, up to the chosen day, or “In stock” if it still has stock
Days of Stock Left	How many days the stock left at the end of the period would last, at the pace the variant sold on its in-stock days
Estimated Lost Sales	Net sales the item likely missed while out of stock, based on what it sold per day while in stock
Sell-Through Rate	Units sold, as a share of units sold plus the stock left at the end of the period
Inventory Turnover	Units sold divided by the average daily stock over the period
Dead Stock Units	Units left at the end of the period on variants that sold nothing during it
Dead Stock Value at Cost	The cost value of those dead stock units

Inventory metrics differ from the order-based metrics in a few ways:

Where they appear: Product Variant worksheets, which Mixtable calls Products (with variants), offer 17, every one except Out-of-Stock Variants. Product worksheets, called Products (no variants), offer 15, without Days In Stock, Days Out of Stock, and Days of Stock Left. Collection worksheets offer 14, also without Last In-Stock Date. Pivot Table worksheets and Time Series worksheets offer the same 14 as Collections. Customer, Order, Company, and Company Location worksheets have none
Dates: history runs from October 1, 2023 (October 2 for Opening Stock and Stock Change) through yesterday, so there is no All time. See inventory metric dates
One day or a period: Opening Stock, Closing Stock, Closing Value at Cost, Closing Value at Retail, Units Without Cost, Out-of-Stock Variants, and Last In-Stock Date describe a single day, so their settings ask On what date? instead of Over what time period?
Filter: instead of order filters, they take one optional filter, Stock location, and you can pick several locations. Days of Stock Left, Estimated Lost Sales, Sell-Through Rate, and Inventory Turnover always count every location
Cell messages: “Waiting for inventory history” means your store’s history is still downloading. “No inventory history” means there is no stock record for that item and period, such as a period before October 2023. “No sales” (Days of Stock Left), “No stock” (Inventory Turnover), and “No sales or stock” (Sell-Through Rate) mean there was nothing to divide by

To put these metrics to work, see the Shopify inventory analytics guide, plus the guides to stock levels and inventory value, stockouts and in-stock rate, and sell-through, turnover, and dead stock.

Where metric availability differs

Examples of target-specific availability include:

Product Variant analytics includes profit, margin, COGS, and Orders Net Profit, plus 17 inventory metrics
Product analytics includes 15 inventory metrics beside its sales, refund, fulfillment, and return metrics
Customer analytics includes purchase-interest, segment, attribution, and return metrics
Order analytics focuses on fulfillment, delivery, and return timing
Company and Company Location analytics includes B2B sales, quantities, refunds, charges, and averages
Collection analytics focuses on sales, quantities, discounts, refunds, refunded-order percentage, and 14 inventory metrics
Store reporting includes the broadest storewide sales, attribution, fulfillment, and return totals, plus 14 inventory metrics

Always use the metric menu on the selected worksheet as the final availability reference.

What a report row can show

In a Pivot Table worksheet or Time Series worksheet, the metric lists offer more than every row can calculate. Each row only calculates the metrics that fit its group, and a cell shows “N/A” when it can’t:

Vendor, product type, product category, and product tag rows group products. They show sales, quantity, order count, discount, refund, tax, fulfillment, return, and inventory metrics, but not Average Order Value, Total Sales, shipping, duties, additional fees, average order quantities, attribution, or profit metrics
Store, Market, customer segment, and marketing channel rows show the order metrics, including Average Order Value and Total Sales, but no profit metrics. Market, customer segment, and marketing channel rows show no inventory metrics
Location rows show inventory metrics only, and not Estimated Lost Sales, Sell-Through Rate, or Inventory Turnover
Profit metrics (Gross Profit, % Gross Margin, Amount of Cost of Goods Sold, and Orders Net Profit) are calculated per variant, so in a report they only work on custom rows that analyze Product Variants. To compare margins across many products, add them as analytics columns on a Product Variant worksheet instead

Choose a useful supporting metric

A metric is easier to interpret when paired with its denominator or bridge:

Net Sales with Gross Sales, discounts, and refunds
Average Order Value with Orders Count
Refunded Quantity with Gross Quantity Sold
Percent of Orders Refunded with Refund Count and Orders Count
% Gross Margin with Gross Profit and Amount of Cost of Goods Sold
Attribution Coverage Rate with Orders With and Without Attribution
Average delivery time with Fulfillment Count
Return Request Rate with Return Request Count and sold quantity
Sell-Through Rate with Net Quantity Sold and Closing Stock
Dead Stock Units with Dead Stock Value at Cost
Closing Value at Cost with Units Without Cost, which shows how much stock the value leaves out

Use analytics columns to place these combinations beside Shopify records, or a Pivot Table worksheet to compare the ones a report row can show across business groups.