This document discusses strategies for using analytics to more accurately measure revenue by accounting for returns, cancellations, and exchanges. It presents three strategies: 1) applying an overall adjustment factor to reported revenue to account for the average return rate, 2) recording the marketing channel for each sale and analyzing return rates by channel, and 3) uploading return/cancellation/exchange data to analytics software to track return rates for specific campaigns, products, and landing pages. The aim is to measure "real" revenue that accounts for post-purchase adjustments in order to evaluate profitability and identify opportunities to improve campaigns, products, or the customer experience.