Lifetime Value (LTV) is the lifetime value of a customer. Shows the profit that the buyer brings for all the time, remaining a client. It is important to consider together with CAC - customer acquisition cost. The ratio shows how much more the store earns from the client compared to how much it spends on attracting him.
Average order value (AOV) - the average cost of one order, "average check". The metric can be influenced by promotional activities, adding upsells and cross-sells.
Average Revenue Per User (ARPU) - average revenue per user. Allows you to understand how much revenue 1 visitor generates.
Average Revenue Per Paying User (ARPPU) is the average revenue per paying user. Allows you to understand the income received from each paying customer who came to the online store.
Paying Share is the average number of customers who made a purchase in relation to the total number of visitors to the online store.
Purchase per user - the average number of purchases made by a user. This metric includes both paying and non-paying users.
Purchases per paying user - the average number of purchases made by a paying user.