> For the complete documentation index, see [llms.txt](https://help.checkoutchamp.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.checkoutchamp.com/crm/reports/key-performance-indicators-kpis.md).
# Key Performance Indicators - KPIs
Several reports within the CRM contain an “Enable KPIs” button which can be clicked on to customize.
Some reports will only provide a Summary chart, while others will contain additional KPIs that can be enabled.
{% hint style="success" %}
If your account has a lot of data, you might notice a delay when a report loads after navigating to it. This can be alleviated by enabling the “Do not run report on page load” option within the KPI options. Once this is enabled, the report will only search for data once the Search button is pressed.
{% endhint %}
***
## **Order Details** **-**
**Partials** - Customers who did not complete checkout
**Initial Declines** - Customers who declined upon checkout
**New Sales** - Number of completed orders
**New Sales Amount** - Total value of all new customers, including upsells
**New Upsell Amount** - Total value of all new upsells
**Net New Sale Revenue** - New Sales Amount - Refund Amount
**Recurring Sales** - Number of recurring sales
**Recurring Refund Amount** - Total value of recurring orders that were refunded
**Recurring Declines Rate** - Rate of rebill attempts that declined
**New Customers** - Customers who's first order was place within the selected date range
**Conversion Rate** - New Sales/(Partials+Initial Declines+New Sales)
**Initial Declines Rate** - Initial Declines/(New Sales+Initial Declines)
**New Sales Approval Rate** - New Sales/(New Sales+Initial Declines)
**New Upsells** - Number of purchased upsells
**Refund Amount** - Total value of new sales that were refunded
**Average Order Value** - New Sales amount/New Sales
**Recurring Sales Amount** - Total value of all recurring orders
**Net Recurring Revenue** - Recurring Sales Amount-Recurring Refund Amount
**Chargeback Rate** - Number of Chargebacks/Number of Approved Orders
**CLTV** - Lifetime value for customers created within the selected date range.
Includes an up/down arrow comparison to the previous period.
## **Retention -**
**Initial Purchases** - Number of approved initial purchases
**In-Trial Cancel Rate** - Percent of purchases cancelled before the first rebill
**Cycle 2 Retention Rate** - Cycle 2 Approvals/Initial Purchases
**Cycle 3 Retention Rate** - Cycle 3 Approvals/Initial Purchases
**Average CLTV** - Net Rev from all cycles/Initial Orders
**Net Revenue** - Net Rev from all cycles = Gross Rev-Chargebacks-Refunds-Expenses-Commissions
**Initial Orders** - Number of approved initial orders
**Cycle 2 Approval Rate** - Cycle 2 Approvals/Cycle 2 Attempts
**Cycle 3 Approval Rate** - Cycle 3 Approvals/Cycle 3 Attempts
**Cycle 3 rebill rate** - Cycle 3 Approvals/Cycle 2 Approvals
**Gross Revenue** - Gross Revenue from all cycles
**Return On Ad Spend (ROAS)** - Net Revenue / Total Commission
Includes an up/down arrow comparison to the previous period.
---
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