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Metrics do not include Amazon data, unless the metric specifically names Amazon, e.g. “Amazon US - Sales”.

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INCOME

• Gross Sales

  Sum of order line items gross values. Before subtracting discounts, adding sales tax and adding shipping.

• Discounts

  Sum of all discounts applied to orders

• Refunds

  Total monetary value returned to customers for canceled or returned orders. You can configure in Store Settings whether you want Refunds to be accounted to the date of the refund processing or the date of the associated order.

• Net Sales

  Gross Sales minus Discounts and minus Refunds.

• Shipping

  Total shipping charges collected from customers.

• Tax

  Total sales tax collected on orders. (Note: For markets with VAT, tax is already included in the order subtotals and not a separate line item)

• Total Sales

  Net Sales plus Tax and Shipping. This should be inline with the Total Sales number you see at the top of your Shopify seller admin.

• COGS

  Cost of goods sold. You can configure in Store Settings to either be imported from Shopify (default) or set to a fixed % of Gross Sales.

• Gross Profit

  Net sales minus COGS, Tax, and Refunds.

• Gross Margin %

  Gross Profit divided by Net Sales, expressed as a percentage.

• Fulfillment & Postage

  Cost you incurred to pack and ship orders, calculated per order and as a percentage or order value. This is configured in your Store Settings.

• Payment Processing

  Fees paid to payment gateways, calculated per order and as a percentage of order value. This is configured in your Store Settings.

• Contribution Margin

  Net Sales minus COGS, Tax, Refunds, Fulfillment & Postage, and Payment Processing.

• Contribution Margin %

  Contribution Margin divided by Net Sales, as a percentage.

• Ad Spend

  Total Ad Spend across all paid channels (ex-Amazon).

• Contribution Margin After Marketing

  Contribution Margin minus Total Ad Spend.

• Contribution Margin After Marketing %

  Contribution Margin After Marketing divided by net sales, expressed as a percentage.