Decoded
Your dashboard already tracks everything. This shows you which numbers to act on first, and what to change when they move.
Start with three numbers
Every number on your dashboard is worth having. The skill is knowing which three to read first — because those three tell you whether anything else needs your attention today.
Start with money kept, not money made. Net Profit MarginNet Profit MarginWhat you keep after every cost; the truest read on health.15% or more is healthy is the one number that already has every cost subtracted from it. If it's healthy, nothing else is urgent. If it isn't, the next two numbers tell you where it leaked.
Then look at what it cost to earn. Contribution MarginContribution MarginProfit left after variable costs to fund the business.30% or more is healthy shows what's left after the costs that scale with each order — product, shipping, payment fees, ads. A healthy gross number with a weak contribution number means the sale is fine and the cost of making it isn't.
Then whether anyone comes back. Returning OrdersReturning OrdersHow much of your volume loyalty drives.35% or more is healthy is the cheapest revenue you will ever earn, because you've already paid to acquire it once.
A number on its own tells you what happened. Two numbers together tell you why. Every entry on this site has a Read it with block for exactly that reason.
Your costs decide whether any of this is true
Every profit number in the app is built from costs you enter yourself on the Cost Settings page — product cost, shipping, payment fees, and anything else you spend money on.
Leave one of them blank and the app doesn't guess. It treats that cost as zero, and your profit looks better than it is.
If you do one thing before reading anything else here, fill that page in.
Where KPIs disagree between sources
Different sources count differently, and that's normal rather than broken:
- Meta, Google Ads and Amazon each report on themselves, using their own attribution rules. Their figures won't match your Shopify sales, and neither side is lying.
- Google Analytics counts sessions and events, so its revenue depends on tracking firing correctly.
- Klaviyo credits sales to email and SMS using its own attribution and its own view of your total revenue.
When two pages disagree, the question is almost always which one is counting what — not which one is wrong.
See yoursYour headline numbers for the last 30 days.
Open the app →Where to go next
Using the app — a guide to every screen: what to look at first, and what a disagreement between two numbers is telling you.
KPIs — every number in the app, defined: what it measures, whether yours is healthy, and how to move it.