Learn the numbers that run your store.

Total sales before any deductions: the full amount your customers paid before refunds, discounts, or returns.

What actually landed in your account: gross revenue minus refunds and returns.

The average amount a customer spends per order, calculated as total revenue divided by number of orders.

Revenue generated per dollar of ad spend on a specific channel or campaign.

Total revenue divided by total ad spend across all channels combined - the blended, whole-business view of marketing efficiency.

The minimum ROAS where ad spend is exactly covered by contribution margin - below this, every sale costs you money.

ROAS calculated using only orders from first-time buyers, stripping out returning customers who inflate blended numbers.

Blended metrics average across all channels; per-channel metrics isolate one source so you can see what is actually driving performance.

The percentage of store visitors who complete a purchase.

What each product actually costs you to make or buy: the unit cost plus any manufacturing or sourcing overhead.

Revenue minus COGS, expressed as a percentage - how much is left after the product itself is paid for, before operating costs.

What a sale actually contributes to the business after COGS, shipping, platform fees, and ad cost are all subtracted.

What it costs to acquire one new customer through paid marketing.

The total revenue (or profit) a customer generates across all their purchases over their entire relationship with your brand.