Revenue - discounts - refunds - VAT

Includes all orders (including cancelled & voided)

Revenue - discounts - refunds - VAT

Cost of Goods Sold for all included orders

Custom order-level expenses (e.g. handling, packaging)

This is the product revenue VAT, and it's already been removed from total revenue.

The amount charged to customers for shipping. Informational card - already included under Total Revenue

Informational card - already deducted under Total Revenue.

One-time and recurring fixed expenses for the selected date range

Payment gateway fees

• Included: On creation day.
• Pending: When funds are deducted.
• Lost: No profit change.
• Won: Increases profit.

Includes all orders (including cancelled & voided)

Average order value after refunds are deducted

Total Ad Spend / Number of Orders

Total sales (net refunds) / total ad spend

Return on Ad Spend calculated with VAT-included revenue.

Total sales (no refunds) / (sales - COGS - Custom Exp. - transaction fees)

Total Ad Spend / Total Customers

Average COGS is calculated per order, not per unit.

Gross Margin as a percentage of revenue.

Profit as a percentage of revenue.

Profit Margin % calculated with VAT-included revenue.

Total Revenue - Total Ad Spend

AOV (Net Refunds) - Ad Cost Per Order

(Total Revenue - Shipping Revenue & Tips) / Number of Orders

Revenue from orders placed by customers whose first order occurred in the selected date range.

Revenue from orders placed by customers who had at least one purchase before the selected date range.

Net sales excludes shipping: total sales - shipping - discounts - returns/refunds.

Net sales from new customers in range, excluding shipping (sales - shipping - discounts - refunds).

Net sales from returning customers in range, excluding shipping (sales - shipping - discounts - refunds).

(New customer revenue / total revenue) × 100

Customers with at least one repeat purchase by the end of the selected range / identified customers in range.

Number of orders placed by customers whose first-ever order occurred in the selected date range.

COGS attributed to new customers. Allocated per store by new-customer revenue share before All Stores is totalled.

Custom Order Expense attributed to new customers. Allocated per store by new-customer revenue share before All Stores is totalled.

New Customer Revenue / New Customer Order Count.

New Customer Revenue - allocated COGS - Custom Order Exp. - taxes - transaction fees - Total Ad Spend.

New Customer Contribution Margin / New Customer Revenue.

New Customer Contribution Margin / New Customer Order Count.

(New Customer Contribution Margin + Total Ad Spend) / Unique New Customers. The maximum you can spend to acquire one unique new customer and break even.

New Customer Revenue / New Customer pre-ad contribution. The ROAS needed on new-customer revenue to break even.

New customers with 2+ orders within X days of first order / Total new customers in that cohort.

New customers with 2+ orders within X days of first order / Total new customers in that cohort.

New customers with 2+ orders within X days of first order / Total new customers in that cohort.

Average days from a new customer's first order until cumulative contribution margin, before ad spend, exceeds NCAC. Includes only customers who have paid back to date; customers still maturing may repay later.

Forward cohort revenue / forward cohort orders within the horizon measured from each customer's first order.

Forward cohort orders / customers in the first-order cohort.

Cohort AOV x Cohort Purchase Frequency over the forward horizon from each customer's first order.

Cohort LTV x Gross Margin %. Uses the same gross margin treatment as the LTGP:CAC card.

(Cohort LTV x Gross Margin %) / NCAC.

Forward cohort revenue / forward cohort orders within the horizon measured from each customer's first order.

Forward cohort orders / customers in the first-order cohort.

Cohort AOV x Cohort Purchase Frequency over the forward horizon from each customer's first order.

Cohort LTV x Gross Margin %. Uses the same gross margin treatment as the LTGP:CAC card.

(Cohort LTV x Gross Margin %) / NCAC.

Forward cohort revenue / forward cohort orders within the horizon measured from each customer's first order.

Forward cohort orders / customers in the first-order cohort.

Cohort AOV x Cohort Purchase Frequency over the forward horizon from each customer's first order.

Cohort LTV x Gross Margin %. Uses the same gross margin treatment as the LTGP:CAC card.

(Cohort LTV x Gross Margin %) / NCAC.

Total Ad Spend / New Customers

CLV × Gross Margin % ÷ CAC

Total Shopify Capital loan remittances deducted from your payouts in the selected date range.

Based on the Aliexpress COGS

Revenue - COGS - refunds - ad spend - transaction fees

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Informational card. Total Revenue + VAT

Profit Margin % excluding refunds and monthly expenses.

Profit Margin % calculated with VAT-included revenue.

Revenue - COGS - ad spend - transaction fees

(Total COGS / Total Revenue) × 100

Marketing Efficiency Ratio - Total Revenue / Total Marketing Spend

Sum of COGS on all refunded orders

(Monthly Expenses / Total Revenue) × 100

ROAS as reported directly by Facebook Ads

ROAS as reported directly by Google Ads

Website purchase value reported by TikTok divided by adjusted TikTok ad spend