Analytics / 70
Ecommerce Contribution Dashboard
Revenue return can look healthy while product cost, shipping and refunds consume the margin.
EcommerceAudience
An ecommerce owner comparing acquisition with operating margin.
The problem to solve
Revenue return can look healthy while product cost, shipping and refunds consume the margin.
See what remains after the sale.
| Segment | Net revenue | Product cost | Allocated ad spend |
|---|---|---|---|
| Core product | 18000 | 6200 | 1800 |
| Bundle | 14000 | 4700 | 1200 |
| Accessories | 6000 | 2200 | 800 |
Measures
Net revenue
Cost of goods
Fulfillment
Payment costs
Ad spend
Formula
Contribution after advertising = net revenue minus product cost, fulfillment, payment costs and ad spend.
Cost note
Compare revenue, product cost and allocated ad spend, then add other costs for a complete business view.
Decision
Compare contribution with stock, capacity and customer retention before scaling.
How the pieces work together
| Stage or segment | Condition or need | Next step or deliverable |
|---|---|---|
| Revenue | Net of discounts and returns | Reconcile to commerce records |
| Variable costs | Product and fulfillment costs | Use SKU level inputs |
| Advertising | Matched reporting period | Avoid duplicate platform totals |
Measurement plan
Track contribution dollars and margin, not just revenue ROAS. Explicitly document allocations and refund timing.
Before implementation
Test missing product costs, negative contribution, refunds after the period and blended versus new customer reporting.
Platforms and tools: Shopify, Ad platforms, Reporting. Tool names describe the intended workflow; they do not imply an active connection or platform certification.
More in Analytics
Build on the idea
What could this look like for your business?
Tell us what you sell, who you need to reach and what is getting in the way. We can define the deliverables and the measures that fit your situation.