E-COMMERCE (cont’d) METRIC DEFINITION MONTHLY REVENUE Total revenue in a given month REVENUE CMGR Implied compounded monthly revenue growth rate between two disparate months [CMGR = (latest month (Compound Monthly Growth Rate) revenue / first month revenue) ^ (1 / # of months) -1] GROSS MARGIN Gross profit in a given month / total revenue in the same month (gross profit equals total revenue less cost of sales and goods sold) PAID CAC Cost per customer acquired through paid marketing channels (total sales and marketing spend in a given month / total customers acquired via paid channels, including via sales, in a given month) 18