D2C Ecommerce

Metrics to understand your customers and analyses to grow revenue

Integrates with all the tools you're using now, and any tools that you'll use in the future:

Unlock the metrics driving your business

Orders and Revenue

  • Total Orders
  • Total Revenue
  • Average Order Value
  • Total Return Revenue
  • What types of discounts should we promote to increase average order value?
  • Which sources lead to highest AOV?
  • Which customers only purchase when a discount is available?

Web Funnel Conversion

  • Total Visits
  • Total Added to Cart
  • Total Submitted Email
  • Total Completed Order
  • Conversion Rate from visit to all of the above
  • What is the result of our most recent A/B test?
  • Should we offer discounts to customers who abandon their cart? What's the optimal discount amount?
  • How many times do customers visit the site before making their first purchase?
  • How many products do customers view before making their first purchase?
  • Which behaviors indicate a visitor does not have intent to purchase? Who should we add to our suppression logic?


  • Total Spend by Platform
  • CPC and CPM by Platform (as reported by platform)
  • Cost per Submitted Email (Naive)
  • Cost per Order (Naive)
  • When should we stop retargeting prospects based on diminishing returns of an additional web visit?
  • What is the payback period for customer acquisition costs?
  • Do Black Friday shoppers have a different payback period for customer acquisition cost?

Attributed Orders

  • Total Orders by First Touch Marketing Source
  • Total Revenue by First Touch Marketing Source
  • Total Orders by Last Touch Marketing Source
  • Total Revenue by Last Touch Marketing Source
  • What is the acquisition payback period from each marketing source?
  • What type of attribution model is best for measuring paid marketing contribution?

Customer Acquisition and LTV

  • Total New Customers
  • Total Initial AOV/3mo/6mo/9mo/12mo LTV
  • Avg Total Orders 3mo/6mo/9mo/12mo
  • Which customer segments should we acquire to optimize LTV?
  • Which marketing channels bring the most valuable customers?
  • How much should we spend on a net new visitor to the site versus getting a visitor to return to the site?

Customer Retention

  • First to Second Order Retention Rate
  • Average Days to Second Order
  • Overall Order Retention Rate
  • Average Days Between Orders
  • What's the best day and time to send emails to increase order conversion?
  • Are discounts and promotions helping or hurting customer retention?
  • Which email campaigns push customers to purchase again faster?
  • What is the optimal frequency cap on emails after first purchase?

Order Fulfillment

  • Total Fulfillments Created
  • Avg Fulfillments per Order
  • Avg Days from Order to Complete Fulfillment
  • Which carriers are most consistent in their fulfillment times? Which are most inconsistent?
  • Which carriers are best at hitting our delivery time targets?
  • How does delivery time influence return rates?
  • How does delivery time influence customer retention?

Product Summary

  • Total Views by Product
  • Total Added to Cart by Product
  • Total Orders by Product
  • Total Returns by Product
  • Return Rate by Product
  • Rate of Repeat Purchase (for Product)
  • What is the best follow on product to promote next?
  • Which products are "standalone" vs "add-on" products in a purchase?
  • Which products have low satisfaction?
  • Do customers stick to one product line or are they purchasing across the product portfolio?
  • What are the different product preferences across each customer segment?
  • Which products have strong product loyalty? And who are our most loyal customers?
Start with one data source and add more as you go
Simply add more data sources to unlock more metrics and deeper analyses
Customer 360

Analyze your customer across your many data sources

Orders and Subscriptions: Shopify, Stripe, Square, Olo, etc...
Emails: Klaviyo, Kustomer, Customer.io, etc...
Web Tracking: Google Analytics 4, Segment, Snowplow, etc...
Advertising: Facebook and Instagram Ads, Google Ads, Bing, TikTok, etc...

A full 360 view of your customer
Leverage templates

Understand the impact of key features instantly

With Narrator you can dive into any attribute and see if has any effect on any metric you care about. This saves hours of engineering time setting up integrations and new data models.

Impact of Email Marketing
Impact of Paid Marketing
Impact of Discounts

Do more with your data

Build complex customer segments and sync those over to your Email Provider, ad platforms, or CRM to take action. Sync any piece of data over to Excel for financial analysis.

Automated syncing
Validated data

Access Narrator's self-serve platform

Audit, extend, or even build things from scratch: with Narrator's self-serve platform under the hood, every metric, plot, and insight can be traced down to the source of the data.

Build on top of your source data

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