Post-purchase metrics explained
Applies to: Post-purchase offers in Brew.
Brew reports post-purchase performance in three places. The metrics mean the same thing in each place. Only the scope changes.
- The summary cards at the top of the Post-purchase page cover every post-purchase offer in your store.
- The offer table below them breaks the same data down per offer.
- The A/B test panel inside an offer breaks it down per variant.
Not every metric appears at every level:
Metric | Store totals | Per offer | Per A/B variant |
|---|---|---|---|
Impressions | Yes | Yes | Yes |
Upsells | Yes | Yes | Yes |
Revenue | Yes | Yes | Yes |
Take Rate | Yes | Yes | Yes |
RPI | Yes | No | No |
AOV Lift | Yes | No | No |
Impressions
An impression is counted each time an offer is displayed on the post-purchase page.
Impressions are counted per order, not per customer. A returning customer who places three orders and sees an offer on each one produces three impressions, not one.
An order that never reaches the post-purchase page produces no impression at all. This is why your impression count is always lower than your total order count, often much lower. Shopify skips the post-purchase page for wallet payments, gift cards, local delivery and several other conditions.
Upsells
The number of offers customers accepted.
Revenue
The total value of accepted post-purchase offers.
This counts only the additional revenue post-purchase generated. It does not include the value of the original order the customer had already placed.
RPI
Revenue per impression.
RPI = Revenue / Impressions
RPI answers a single question: on average, how much extra revenue does each post-purchase page view earn you? It is the most useful number for comparing offers, because it combines how often an offer is accepted with how much it is worth. A cheap offer accepted often and an expensive offer accepted rarely can be compared directly on RPI.
Take Rate
The percentage of impressions that resulted in an accepted offer.
Take Rate = Upsells / Impressions
In the A/B test panel, each variant's Take Rate uses that variant's own Orders and Impressions, so the two variants can be compared directly.
Take Rate tells you whether customers find an offer appealing. It says nothing about how much the offer is worth, so a high Take Rate on a low value product can earn less than a low Take Rate on a high value one. Read it alongside RPI rather than on its own.
AOV Lift
The average revenue added per accepted offer.
AOV Lift = Revenue / Upsells
Changing the date range
The date selector at the top of the Post-purchase page filters both the summary cards and the offer table. Both always show the same period.
Impressions, Upsells and Revenue are counted within the selected period. The rate metrics are recalculated from those figures, so RPI, Take Rate and AOV Lift also reflect the selected period rather than all time.
Why RPI and AOV Lift are not shown per offer
Both are averages derived from Revenue, Impressions and Upsells. Since the offer table already shows all three of those columns, you can calculate either one for a single offer yourself using the formulas above.
Why these numbers do not match Shopify or your ad platform
Brew counts only the revenue that post-purchase offers generated. Shopify reports total order value, so the two will never match.
Your ad platform will report a lower figure again. Shopify's tracking sends third party analytics tools only the initial purchase value, so post-purchase revenue is invisible to Google Analytics, Facebook, Pinterest and Snap.
Updated on: 03/08/2026
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