How Are the Numbers on the Dashboard Calculated?
Updated April 15, 2026
The existing article covers 10 major sections with metric formulas:
Net Profit#
Net Profit = Revenue - Adspend - Cost of Goods - Shipping Cost - Transaction Fees - Handling Fee - Other Expenses
Revenue#
- Excludes voided and pending orders
- Accounts for refunds (refunded amounts are subtracted)
Tax / VAT#
Tax is computed by extracting the tax portion from the gross amount:
Example: For a tax rate of 19%: (1000 / 1.19) * 0.19 = 159.66
Disputed Revenue#
Revenue under dispute is tracked separately. Disputed amounts are deducted once the dispute is lost.
Ad Spend#
Sources include:
- Facebook Ads
- Google Ads
- Category-specific ad spend entries
Cost of Goods (COGS)#
- Manual setup via product cost entries
- AliExpress integration for automatic cost import
Shipping, Handling, and App Fees#
- Shipping costs from connected shipping providers or manual rules
- Handling fee as a flat per-order amount
- App fees from Shopify app subscriptions
Other Expenses#
- Includes transaction fees (payment processor charges)
- Additional operating expenses entered manually or via rules
Key Performance Metrics#
| Metric | Formula |
|---|---|
| AOV (Average Order Value) | Total Revenue / Number of Orders |
| Average Profit | Total Profit / Number of Orders |
| LTV (Lifetime Value) | Average Revenue per Customer over their lifetime |
| CAC (Customer Acquisition Cost) | Total Ad Spend / Number of New Customers |
| Net Margin | (Net Profit / Revenue) * 100 |
| Gross Margin | (Gross Profit / Revenue) * 100 |
Was this article helpful?