Contribution Margin Dashboard

Granular profit tracking from product to operating level

📦 Revenue & COGS

Gross Revenue ($)

Less: Discounts ($)

Less: Returns & Refunds ($)

Net Revenue (auto-calculated)

Cost of Goods Sold - COGS ($)

📊 Order Volume

Total Orders (Monthly, count)

Powers the Per Order Profit tab

🚚 Fulfillment & Delivery

Fulfillment Labor ($)

Shipping Costs ($)

Packaging Costs ($)

Payment Processing ($)

💰 Channel Costs

Email/SMS Platform Costs ($)

Email/SMS Agency Fee ($)

Paid Social Ad Spend ($)

Paid Search Ad Spend ($)

Other Paid Channels Ad Spend ($)

TikTok, Applovin, affiliates, etc.

Paid Media Agency Fees ($)

Performance Marketing Costs ($)

🔧 App & Platform Costs

Shopify + Apps ($)

Subscription Platform (Recharge/Skio) ($)

Reviews/UGC Tools (Yotpo/Okendo) ($)

Other Marketing Tools ($)

📊 Channel Revenue Attribution

Email/SMS Revenue ($)

Paid Social Revenue ($)

Paid Search Revenue ($)

Other Paid Channels Revenue ($)

TikTok, Applovin, affiliates, etc.

Organic/Direct Revenue ($)

🎯 New Customer Acquisition

New Customers Acquired (count)

Total CAC Spend (auto-calculated)

Paid spend + agencies + performance

CAC per Customer (auto-calculated)

💰 Customer Lifetime Value (LTV)

📋 Calculate LTV Manually:

Step 1: Average Order Value (last 12 months)
Step 2: Average Orders per Customer (lifetime)
Step 3: Multiply: AOV × Orders = LTV

Example: $65 AOV × 3.2 orders = $208 LTV

Customer Lifetime Value - LTV ($)

Enter the calculated LTV from above

LTV:CAC Ratio (auto-calculated)

Healthy: 3:1 minimum, 5:1+ ideal

💼 Operating Expenses (Components)

Salaries & Wages ($)

Rent & Utilities ($)

Software & Tools ($)

Professional Services (legal, accounting) ($)

Other Operating Costs ($)

Total Operating Expenses (auto-calculated)

📊 Key Performance Metrics

Break-even ROAS (auto-calculated)

0.00

Landed ROAS to cover COGS + fulfillment

MER - Media Efficiency Ratio (auto-calculated)

0.00

Revenue ÷ Total Marketing Spend

Marketing Spend % of Revenue (auto-calculated)

Total marketing spend as % of revenue

💡 Quick Actions

📈 Overall Business Health

MER (Media Efficiency Ratio)

Healthy DTC: 4.0-6.0

LTV:CAC Ratio

Min 3:1, Healthy 5:1+

RC-CM3 margin

What we can afford to invest in returning customers

Operating Profit

CM1: Product Margin

$0 0%

Gross Revenue $0

Less: Discounts -$0

Less: Returns & Refunds -$0

Net Revenue $0

Less: COGS -$0

CM1 (Gross Profit) $0

CM2: Transaction Margin

$0 0%

CM1 (Starting Point) $0

Less: Fulfillment Labor -$0

Less: Shipping Costs -$0

Less: Packaging -$0

Less: Payment Processing -$0

CM2 (Transaction Margin) $0

CM3: Channel Contribution

$0 0%

CM2 (Starting Point) $0

Less: Email/SMS Platform -$0

Less: Email/SMS Agency -$0

Less: Paid Media Agency -$0

Less: Shopify + Apps -$0

Less: Subscription Platform -$0

Less: Reviews/UGC Tools -$0

Less: Other Marketing Tools -$0

CM3 (Channel Contribution) $0

CM4: Customer Profitability

$0 0%

CM3 (Starting Point) $0

Less: Paid Social Ad Spend -$0

Less: Paid Search Ad Spend -$0

Less: Other Paid Channels -$0

Less: Performance Marketing -$0

CM4 (After Acquisition) $0

Operating Profit

$0 0%

CM4 (Starting Point) $0

Less: Operating Expenses -$0

Operating Profit $0

💡 Insights

⚠️ Alerts & Opportunities

📊 Channel-Level CM3 Breakdown

📧 Email / SMS

Revenue $0

CM2 (50% avg) $0

Platform Costs -$0

Agency Costs -$0

CM3 $0

0% margin

📱 Paid Social

Revenue $0

CM2 (50% avg) $0

Ad Spend -$0

Agency (allocated) -$0

Performance (allocated) -$0

CM3 $0

0% margin

🔍 Paid Search

Revenue $0

CM2 (50% avg) $0

Ad Spend -$0

Agency (allocated) -$0

Performance (allocated) -$0

CM3 $0

0% margin

🌐 Organic / Direct

Revenue $0

CM2 (50% avg) $0

Channel Costs $0

CM3 $0

0% margin

📈 Channel Performance Comparison

Configure products and offers, then build carts to compare profit outcomes

Offer Configuration

Offer Type

Products Setup

Name

Price

COGS

Build Cart

Your Input Data tab's monthly totals, sliced down to a per-order view. Set Total Orders on the Input Data tab to power this.

📦

Enter Total Orders on the Input Data tab to see your per-order waterfall.

Uses the products from your Offer Calculator tab, priced against your Input Data tab's average landed costs per order — so you can see true profit by product.

🏷️

Add products on the Offer Calculator tab and enter Total Orders on the Input Data tab to see per-product profit.

This is for new customers. If you were to increase the front-end discount, considering no other changes in purchase behaviour, what must happen to breakeven / turn a profit?

INPUTS

Volume

Site Sessions

Performance

Total Store Conversion Rate, %

Cost of Order

Refund Rate, %

Free Shipping Threshold, $

Cost of Goods

Cost of Goods Sold, $ / order

Cost of Delivery

Shipping Cost, $

Fulfilment Cost, $

Extra Unit Pick, $

Cost of Transaction

Transaction Fees, %

Cost of Advertising

Baseline Customer Acquisition Cost, $

OFFER ECONOMICS

PRESENT

NEW

Regular Retail Price (RRP), $

Unit Per Transaction, #

Discount Rate, %

Average Cart Value, $

Shipping Revenue, $

Refund Allowance, $

AOV, $

Cost of Goods Sold, $

Cost of Delivery, $

Cost of Transaction, $

Gross Margin (CM2), $

Customer Acquisition Cost, $

Contribution Margin 3, $

OUTCOME

PRESENT

NEW

Monthly Orders

CM2, $ / Order

Total CM, $

CM Impact from Discounting

GOAL

CM2, $ / Order

Extra Monthly Orders Required

Target CVR

Target CVR is the conversion rate needed under the New offer to generate the same Total CM as the Present offer.