Metric dictionary
For every dashboard field, record: name, source, formula, numerator, denominator, time period, timezone, currency, revenue basis, treatment of refunds/tests/cancellations, attribution model, and owner.
A blank is not zero. Compare cohorts with equal observation time. Keep session counts, event counts, users, customers, and orders distinct.
Weekly operating review
Period: __________ Comparison: __________ Known context: __________
| Measure | Current | Prior | Absolute change | Percentage change | Definition/source |
|---|---|---|---|---|---|
| Net revenue | |||||
| Orders | |||||
| Sessions / purchasing sessions | |||||
| Conversion | |||||
| AOV | |||||
| New customers / acquisition cost | |||||
| Contribution before / after acquisition | |||||
| Returns / refunds | |||||
| Fulfillment exceptions | |||||
| Cash / near-term commitments |
Percentage change = (current − prior) / prior when prior is nonzero. Otherwise report the absolute change and state that percentage change is not defined under this formula.
Observed facts: __________
Hypotheses requiring investigation: __________
Three actions with owner, date, and guardrails: __________
Prior actions reviewed and lessons learned: __________
Revenue reconciliation
Use a small authorized sample with order IDs rather than unnecessary personal information.
| Order ID | Store date/value | Refunds | Net value | Ad claim | Email claim | Known discrepancy |
|---|---|---|---|---|---|---|
Check date/timezone, currency, taxes, shipping, discounts, order status, test orders, event duplication, and attribution windows. Do not sum channel claims as unique revenue.
Rolling cash forecast
Use actual payment dates and realistic payout timing. Forecast at least far enough to cover important supplier and operating commitments; a 13-week view is a practical optional starting format, not a universal requirement.
| Week | Opening cash | Expected receipts | Committed payments | Optional spending | Refund/other allowance | Closing cash |
|---|---|---|---|---|---|---|
| 1 | ||||||
| 2 | ||||||
| 3 | ||||||
| 4 |
Closing cash = opening cash + receipts − committed payments − optional spending − other allowance.
Next opening cash = prior closing cash.
Scenario A: expected trading. Scenario B: slower sales or delayed receipts. Scenario C: higher returns or an urgent supplier payment. Replace estimates with actuals weekly. Do not count restricted or remittable funds as discretionary cash.
Questions for a qualified adviser where relevant: accounting treatment, tax obligations, financing terms, reserves, and the treatment of inventory and refunds. This workbook supports operational planning and does not establish those obligations for a particular business.
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