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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.