Every KPI on the dashboard: what it tells you, how it is calculated and how to use it. Start with the question you want answered, or search for a KPI such as ROAS, MER, POAS, Blended CAC or Contribution Margin.
Where In the sidebar, open Dashboard
Who Everyone with access to the shop
Updates Every KPI follows the selected date range and filters Click a question to see the KPIs that answer it, in the order to read them. Click a KPI to see its formula, an example and how to use it.
Is my shop profitable?
Net Profit, margins and what each order earns.
Is my advertising paying off?
ROAS against break-even, MER, POAS and CAC.
Are my costs under control?
The largest costs, shipping, fees, discounts, refunds.
Are customers coming back?
Repurchase rate, new vs returning, lifetime value.
Is my store converting visitors?
Visitors, conversion and the value of a visitor.
All KPIs 75 Headline 6 Cost Breakdown 13 Expenses by Category 1 Unit Economics 12 Marketing Performance 7 Order Averages 6 Margins & Returns 9 Customer Behavior 6 Traffic & Conversions 9 Fees & Disputes 6
Headline
Net Profit What your shop earned after every cost. Gross Revenue What customers paid and kept paid. Gross Profit What is left after product costs only. Orders Orders placed in the period. Total Costs Everything you spent to run the shop, without tax. Expenses Total Costs without product costs. Cost Breakdown
COGS Product costs of the sold items. COGS Restocked Product costs of returned items added back. Shipping Costs What you pay to ship the orders. Transaction Fees Payment provider fees. Handling Fees Your per-order or per-item handling costs. Ad Spend Spend from all connected ad platforms. Facebook, Google, TikTok, ... Ad Spend The spend of one ad platform. Add with Edit KPIs Rule Expenses Costs added by your expense rules. App Costs Your apps and software. Marketing Expenses Marketing you pay outside the ad platforms. Operating Expenses Every other expense. Tax Tax your shop passes on. Add with Edit KPIs Refunded Tax Tax paid back with refunds. Add with Edit KPIs Expenses by Category
One card per category The expenses of one category. Add with Edit KPIs Unit Economics
ROAS Revenue per euro of ad spend. Effective ROAS ROAS after refunds. Revenue / Visitor What one visitor brings in. Profit / Visitor What one visitor earns you. Lifetime Value Revenue per customer in the selected period. Blended CAC What a new customer costs you. Cost per Acquisition (CPA) Ad spend per order. Cost per Acquisition (incl. Voided) CPA counting cancelled unpaid orders too. Add with Edit KPIs LTV:CAC Ratio Revenue per customer for each euro spent to win one. Breakeven ROAS The ROAS at which you make zero profit. New Customer ROAS ROAS counting new customers only. Add with Edit KPIs Units Sold Items sold. Marketing Performance
MER (Blended ROAS) Revenue per euro of all marketing. aMER (New Customer ROAS) MER counting new customers only. MPR (POAS) Gross Profit per euro of marketing. aMPR (New Customer POAS) MPR counting new customers only. First-Order Profit per New Customer What a new customer's first order earns. NBEROAS (Net Breakeven ROAS) The MER at which marketing breaks even. Facebook, Google, TikTok, ... ROAS ROAS of one platform, from the Profitario pixel. Add with Edit KPIs Order Averages
Avg. Order Value What an order is worth on average. Avg. Items / Order Items per order. Avg. Profit / Order What an order earns on average. Contribution Margin What an order contributes before fixed costs. Avg. Shipping / Order Shipping cost per order. Avg. Discount / Order Discount per order. Margins & Returns
Gross Margin Gross Profit as a share of revenue. Net Margin Net Profit as a share of revenue. Refunded Money paid back in the period. Refund Rate How often orders are refunded. Voided Value of cancelled unpaid orders. Voided Rate Share of orders cancelled before payment. Discount Rate How much revenue discounts cost you. Shipping Margin What you earn or lose on shipping. Shipping Coverage How much of your shipping customers pay. Customer Behavior
Repurchase Rate Share of customers who ordered before. Avg. Days Between Orders When customers usually come back. New Customer Revenue Share of revenue from new customers. Returning Customer Rev. Share of revenue from returning customers. New Customer AOV Order value of new customers. Returning Customer AOV Order value of returning customers. Traffic & Conversions
Sessions Visits to your store. Visitors People who visited your store, counted per day. Someone who visits on two days counts twice. Conversion Rate Share of sessions that completed checkout, the same formula as in Shopify. Add-to-Cart Rate Share of sessions that added to cart. Reached Checkout Rate Share of sessions that reached checkout. Bounce Rate Share of sessions that left after one page. Customers Customers who ordered in the period. Add with Edit KPIs New Customers Customers with their first order. Add with Edit KPIs Returning Customers Customers who ordered before. Fees & Disputes
Processing Rate Payment fees as a share of revenue. Disputes Disputes opened in the period. Chargeback Rate How often orders are disputed. Dispute Losses Order value lost to disputes. Dispute Fees Fees charged for disputes. Dispute Win Rate Share of disputes you won. The examples use the same example month as How Is My Net Profit Calculated? . Marketing spend means ad spend, plus ad spend tax, plus expenses in the Marketing category.
A customer is new when the order is their first order in your shop, and returning from the second order on. Customers are recognised by their Shopify customer account, or by email address when there is none.
Lifetime Value on the dashboard covers the selected period only. Open Lifetime Value in the sidebar for lifetime figures.Sessions shows visitors: users from Google Analytics, or visitors from Shopify when Google Analytics is not connected. Why is my ROAS higher than my profit suggests?
What is the difference between ROAS and MER?
Can I add a KPI that is not on my dashboard?
