# Revenue and customers by region

> Break down revenue, orders, AOV, new-vs-returning customers, and lifetime value by location — country, drilling into US state — using the shipping addresses on your Shopify orders.

Source: https://help.tryordinary.com/features/revenue-by-region

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The **Customer Acquisition** page now has a region view. A single
toggle lets you slice the same metrics you already track — revenue,
orders, average order value, new-vs-returning customers, and lifetime
value — by where your customers are, instead of by acquisition channel.

Open it from the left nav under **Customer Acquisition**.

## The Channel / Country / US State toggle

At the top of the page, next to the date range, you'll find a
segmented control with three options:

- **Channel** *(default)* — the original view. Every metric is broken
  down by the channel that acquired the customer (Meta, Google,
  Klaviyo, direct, and so on).
- **Country** — the same metrics, broken down by the country each
  order shipped to.
- **US State** — the same metrics, broken down by US state. Use this
  to drill into your US customers once **Country** shows the US is a
  meaningful share of your revenue.

Switching the toggle re-cuts the entire page — the tables and the
breakdown cards all follow your selection. Your choice is saved in the
page link, so you can bookmark or share a region view directly.

## What you can see by region

Whichever region cut you pick, you get the full set of Customer
Acquisition metrics for each location:

- **Revenue** — total revenue from orders shipping to that location,
  net of refunds.
- **Orders** — order count for the location.
- **Average order value (AOV)** — split into new-customer orders and
  repeat-customer orders, so you can see whether a region's shoppers
  spend more on their first order or on repeat orders.
- **New vs. returning customers** — how many customers in the window
  were buying for the first time versus coming back.
- **Lifetime value (LTV)** — cumulative revenue per customer at 30, 60,
  90, and 180 days after their first order, so you can compare which
  regions produce customers who keep buying.

A row labeled **Total** rolls every location up so the region rows
always reconcile to your store-wide numbers for the same date range.

## The breakdown cards

Above the detail tables, the **Performance breakdowns** section shows a
set of bar cards — Revenue, New customers, and Projected LTV — ranked
so the top locations sit at the top of each card. The bars give you an
at-a-glance ranking of your strongest regions without scanning the full
table. They follow the same toggle: pick **Country** and the cards rank
countries; pick **US State** and they rank states.

## Where the location comes from

Region breakdowns are based on the **shipping address on each Shopify
order** — the address your customer entered at checkout. Because it
comes straight from the order, the breakdown reflects where products
actually ship, not where a click came from.

A few things that follow from this:

- **Orders without a shipping address** (for example, some digital-only
  or gift-card orders) won't have a location and are grouped under an
  "Unknown" region rather than being dropped from your totals.
- **Country and US State are independent cuts**, not a single
  drill-down path. Switch to **Country** to see your global mix, then
  switch to **US State** to break the US down further.
- The region view uses the same date range and the same refund-adjusted
  revenue as the rest of the Customer Acquisition page, so the numbers
  line up across every view.

## Choose your date range

The region view respects the page's date picker. Pick any start and end
date; the breakdown recalculates for that window.

As with the rest of Ordinary, how far back you can look depends on your
plan. If your date range reaches further back than your plan allows,
Ordinary clamps it and shows a partial-data indicator on the affected
metrics. See
[Why do I see "partial data"?](https://help.tryordinary.com/troubleshooting/partial-data).

## Availability

The region view lives inside the **Customer Acquisition** report. If you
don't see **Customer Acquisition** in your left nav, it isn't switched
on for your store yet — reach out to support and we'll enable it.

## Related features

- [Attribution reports](https://help.tryordinary.com/features/attribution) — the channel-level view of
  which sources and campaigns drive revenue.
- [Customer lists and segments](https://help.tryordinary.com/features/customers)
- [Cohort retention analysis](https://help.tryordinary.com/features/cohort-retention)