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What did the day
actually leave you?

Calculate the numbers. Name the next decision. Start with an illustrative example, then enter a consistent set of store totals.

Planning tool, not accounting reconciliation. Inputs stay in this page and are not saved or submitted. Existing site analytics may record a page visit. Refreshing clears your edits. Contribution excludes fixed overhead and income tax. Read the definitions.

Reporting windowDate, time zone and channel; do not include private customer information.

Online sessionsUse the same online channel and reporting window as orders.Completed online ordersExclude test, canceled and offline orders from this comparison.Net merchandise sales ($)After discounts and merchandise refunds; exclude tax and shipping collected.Product costs ($)Landed costs for the products in these orders, using a consistent returns treatment.Fulfillment and packaging ($)Do not include costs already counted elsewhere.Net shipping cost ($)Shipping cost minus shipping collected; this may be negative.Payment fees ($)Include actual fees on the applicable transaction totals.Other variable costs ($)Return handling, marketplace fees and other costs not included elsewhere.Total acquisition spend ($)Include the selected paid-media, creator and other acquisition costs once.Paid-media spend ($)A subset of acquisition spend; used only for MER. Do not subtract it twice.

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One observation. One next move.

Traffic up but orders flat? Inspect traffic quality and mobile checkout. AOV up but contribution down? Check discounts, shipping and product mix. When data conflicts, reconcile before increasing spend.

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What did the dayactually leave you?

Your scorecard

One observation. One next move.

What did the day
actually leave you?