Live from the warehouse's P&L (mart.pnl_daily, mart.kpi_daily). Margins use estimated cost of goods (today's costs applied to past orders).
Day by day
Net sales, Seven Minerals
Each day7-day averageProvisional
Contribution after ads, whole business
Each day7-day averageProvisional
Where each sales dollar went
Share of net sales plus shipping collected. Meta, Google and Pinterest are kept on their own line below, not spread across channels.
Fees & fulfilment = every named channel fee: referral and commission fees, FBA/WFS/MCF fulfilment, payment processing, storage and other fees, net of reimbursements. Revenue here includes shipping paid by buyers. KinRose Care is its own row and never mixed into Seven Minerals.
Ad spend and efficiency
MER, 7-day rolling
DTC customer acquisition cost, 7-day rolling
MER = net sales, all brands ÷ all ad spend. DTC CAC = Meta + Google + Pinterest spend ÷ new Shopify customers. Both read better than reality on days where an ad platform's spend is missing.
Product lines
All channels. Contribution here is after Amazon ads tied to that line; Meta, Google and Pinterest aren't assigned to product lines.