Guide · 2026-11-03

6 sales KPIs you can calculate from any store's CSV export

Almost every sales platform — Shopify, WooCommerce, Etsy, Stripe, Square, Gumroad — can export orders as CSV. That file already contains the numbers you need to understand your business. Here are six worth tracking and how to get them.

1. Revenue

Sum the order amount column for the period. Decide up front whether you're measuring gross (before refunds, fees and tax) or net, and be consistent — mixing the two is the most common source of "the numbers don't match".

2. Number of orders

Count unique order IDs, not rows. Many exports have one row per line item, so a three-item order appears three times.

3. Average order value (AOV)

Revenue ÷ unique orders. Rising AOV with flat order counts usually means bundles, upsells or price increases are working.

4. Top products

Group by product name and sum revenue. Look at the top five's share of total revenue: if one product is more than half, you have concentration risk.

5. Monthly trend

Group by month of the order date. Compare each month with the same month last year where you can, since many businesses are seasonal.

6. Repeat-customer share

If the export includes a customer email or ID, count customers with more than one order in the period ÷ all customers. It's often the cheapest growth lever to improve.

Data checks before you trust the numbers

• Remove test orders and fully refunded orders (or report them separately).
• Check the date column is parsed as dates, not text, and in the right time zone.
• Make sure amounts are in one currency.
• Reconcile the total with your platform's own dashboard for the same period.