Unique Customers: count of  'unique visitors' to your website. 

Customer Conversion rate: all orders divided by all unique visitors.

Revenue: sum of all order subtotals.

Purchases: count of unique orders. 

Average spend: sum of all order subtotals divided by unique users.

Average Order Value: sum of all order subtotals divided by unique orders.

Revenue by Category/Campaign: sum of all order subtotals, separated by category/campaign.

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