Orders: the number of completed orders.
Gross sales: the total revenue of completed orders.
Refunds: the number of refunded orders.
Refunded amount: the total value of refunded orders.
Total sales: total earnings after refunds, including shipping costs (gross sales – refunded amount)
Conversion rate: the percentage of visitors that completed a purchase (orders / visitors).
Earnings per visitor: the average monetary value from each visitor (net sales / visitors).
Average order volume: the average value of an order (gross sales / orders).
