APROVAL RATE
Percentage of all Approved charges.
Total Number of Approved charges.

AVERAGE ORDER VALUE (AOV)
The average amount spent each time a Customer places an order. Total Revenue / Total Number of Approved Charges

AVERAGE ORDERS PER USER (AOPU)
Average Orders Per User for all customers.
Total Number of Approved Charges / Total Number of Customers

AVERAGE REVENUE PER USER (ARPU)
Average revenue received from each Customer. Total Revenue / Total Number of Customers

CHARGE STATUS (APPROVED)
This term refers to charges with a status of "Approved", where the charge was approved by the payment processor.

CHARGE STATUS (DECLINED)
This term refers to charges with a status of "Declined", where the charges was not approved by the payment processor.

CHARGE STATUS (REFUNDED)
This value refers to charges with a status of "Refunded", where the charge was refunded via the payment processor.

CHARGE STATUS (CHARGEBACK)
This value refers to charges with a status of "Chargeback", where a charge has been disputed by the card-holder.

CHARGE STATUS (PRE-AUTHORIZED)
This value refers to charges that have been pre-authorized but not yet captured.  

CHARGEBACK RATE
Percentage of all Approved charges, that have been disputed. Total Number of Chargebacks / Total Number of ApprovedCharges

CUSTOMER
For eCommerce business type metrics we define the Customer as any Customer Object that has at least one approved charge.

CUSTOMERS (NEW)
Total number of unique customers for the select criteria, who have had their first Approved charge.

CUSTOMERS (REPEAT)
Total number of unique customers who have had more than one Approved charge, and their first Approved charge was made before the selected criteria

CUSTOMERS (TOTAL)
Total number of all customers who have at least one Approved charge.

CUSTOMER VALUE
Sum of Approved charges for each customer.

PURCHASES (NEW)
New purchases that were payed for during the interval

PURCHASES (REPEAT)
Purchases that were payed for by returning Customers

REVENUE
Value of all Approved charges before any deductions.

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