There's No Such Thing As "Revenue"

The Andrew Faris Podcast · May 30, 2023 · 24m

I tweeted a version of that episode title not long ago. It's nonsense: there is, of course, such a thing as revenue.

But in DTC, revenue is also one of the metrics I reference the least often. Instead, I'm constantly breaking it down into two smaller metrics, both of which tell me a lot more: New Customer Revenue and Returning Customer Revenue. In fact, those are the first two things I look at when I analyze a business.

In this episode I'll not only explain how I do that, but why I believe developing that same instinct is at the foundation of good growth thinking for every ecommerce brand…