Overview
The Profitability & Unit Economics dashboard provides a comprehensive financial health check, moving beyond top-line revenue to analyze the true profitability of the business. It breaks down the P&L from Gross Sales down to Contribution Margin 3 (CM3), allowing teams to understand the impact of discounts, returns, COGS, and marketing spend on the bottom line. This tool is essential for evaluating whether growth strategies are sustainable and efficient.
Integrations Required
OMS (e.g., Shopify)
Paid Media (e.g., Facebook Ads, Google Ads)
Cost Data (COGS, Shipping Costs, Processing Fees)
Sections
Revenue & Sales Health (Top Row) – A high-level financial summary tracking Total Revenue, Gross Sales, and Net Sales. It highlights value leakage through metrics like Discounts, Refunds, and Return Rate, while also tracking Shipping Revenue.
This answers: "How much revenue are we retaining after discounts and returns?" and "What is our refund rate trending against the prior period?"
Cost Structure (Middle Row) – A breakdown of the expenses deducted from revenue, including Total Cost, COGS (Cost of Goods Sold), Marketing Cost, and operational costs like Shipping, Processing, and OPEX.
This answers: "What are our largest cost drivers?" and "How does our marketing spend compare to our cost of goods sold?"
Contribution Margins & Efficiency (Bottom Row) – The core profitability metrics. It calculates CM1, CM2, and CM3 (both in absolute dollars and percentages) to show profit at different levels of deduction. It also tracks the MER (Marketing Efficiency Ratio) and Net Sales % of Gross Sales.
This answers: "Are we profitable on a per-unit basis (CM3)?" and "Is our marketing efficiency (MER) improving or declining?"
Visual Trend Analysis – A series of charts visualizing financial performance over time:
Margin Stack: Displays the absolute dollar composition of costs and margins over time.
Margin Stack % of Total Revenue: Shows the percentage split of revenue going toward COGS, Costs, and Margins.
CM % Trend: Line chart tracking the fluctuation of CM1%, CM2%, and CM3%.
MER Trend: Tracks marketing efficiency over the selected period.
Discounts & Refunds: Monitors the Refund Rate and Discount Rate trends.
This answers: "Are our margins compressing or expanding over time?" and "How do seasonal spikes affect our profitability structure?"
