revenue
Gross Revenue
Total sales before any deductions: the full amount your customers paid before refunds, discounts, or returns.
Formula
Gross Revenue = sum of all order totals (before refunds or discounts)
Gross revenue is the top-line number: every order total added up before anything is subtracted. If you sold 100 orders at $50 each, your gross revenue is $5,000.
It looks impressive but it does not tell you how healthy the business is. A store doing $500k gross with 40% returns is in worse shape than one doing $300k gross with 5% returns.
Gross revenue is the starting point for every other calculation. Net revenue, contribution margin and profit are all derived from it by subtracting things that eat into the gross.
See Gross Revenue live in your store.
Vibel tracks Gross Revenue across every channel and surfaces it alongside contribution margin, LTV and every other metric that matters.
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