Metrics
Guides on metrics for Shopify stores.
A/B Testing Offers: Sample Size, Stopping
A/B testing promotions on a small Shopify store: the sample size each arm needs, why peeking inflates false wins, and when to stop and decide.
Average Order Value: Formula and 12 Levers
Average order value explained: how Shopify calculates it, why it misleads on its own, and 12 levers that raise it without giving away your margin.
Cart Abandonment: When a Gift Beats Coupons
Cart abandonment offers that do not train shoppers to wait: when a recovery email needs an incentive, why a gift can cost less, and the email rules.
Conversion Rate Benchmarks: Read Them Right
How to read ecommerce conversion rate benchmarks without misleading yourself: what Shopify counts as a session and a conversion, and why two numbers differ.
Customer Lifetime Value on Shopify, Plainly
Customer lifetime value for Shopify merchants: a simple formula on margin, the cohort report that feeds it, and how offers that acquire buyers change it.
Incrementality for Small Stores: Holdouts
Incrementality ecommerce testing for small Shopify stores: did an offer create sales or just discount them? How to split a holdout, run it and read the result.
How to Measure Whether a Promotion Worked
Measure promotion effectiveness without a data team: pick the metric first, compare matched weeks, read Shopify's discount report and catch pull-forward.
AOV vs Profit per Order: What to Track
Average order value can rise while profit per order falls. How to compute profit per order from Shopify reports, with a worked order and a monthly check.
Promotion Attribution: What to Trust
Promotion attribution on Shopify: what "discount applied", last click and UTM tags each tell you, where they disagree, and which number to decide on.