> ## Documentation Index > Fetch the complete documentation index at: https://docs.abconvert.io/llms.txt > Use this file to discover all available pages before exploring further. # Revenue and Profit Metrics in Analytics v2 > Learn how ABConvert calculates revenue and profit metrics in Analytics v2 and how to use them for ecommerce decisions. Revenue and profit metrics show whether a variant is good for your business, not just good for click-through or checkout progression. ## Why do revenue and profit metrics matter in ecommerce? Conversion lift alone can be misleading. A variant can increase conversion rate while lowering basket value or margin. Revenue and profit metrics help you answer the questions that matter most: * Are you earning more money per visitor? * Are you earning more profit per visitor after costs? * Are larger order values driving the result, or only higher order counts? ## What do revenue and profit metrics mean? | Metric | Definition | Formula | | ------------------------- | ------------------------------------------------------- | -------------------------- | | Orders | Distinct completed orders attributed to the experiment. | `COUNT(DISTINCT order_id)` | | Average Order Value (AOV) | Average revenue per order. | `Total Revenue / Orders` | | Revenue per Visitor (RPV) | Average revenue generated per visitor. | `Total Revenue / Visitors` | | Profit per Visitor (PPV) | Average profit generated per visitor. | `Total Profit / Visitors` | ## How is profit calculated? ABConvert computes order-level profit as: `Revenue - Product Cost - Shipping Cost - Transaction Fee` These values come from your COGS settings (product costs, shipping cost per order, and transaction fee rules). If you want accurate PPV and other profit metrics, configure COGS before analyzing winners. See [COGS settings](/configuration/settings#cogs-settings).