Gross Revenue
Total sales before any deductions: the full amount your customers paid before refunds, discounts, or returns.
Formula
Gross Revenue = sum of all order totals (before refunds or discounts)
Gross revenue is the top-line number: every order total added up before anything is subtracted. If you sold 100 orders at $50 each, your gross revenue is $5,000.
It looks impressive but it does not tell you how healthy the business is. A store doing $500k gross with 40% returns is in worse shape than one doing $300k gross with 5% returns.
Gross revenue is the starting point for every other calculation. Net revenue, contribution margin and profit are all derived from it by subtracting things that eat into the gross.