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Orders
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Contribution / order
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Contribution margin
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after all variable cost
Blended ROAS
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revenue ÷ ad spend
Repeat rate
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returning orders
Cohort retention
Share of each monthly cohort still ordering, by months since first purchaseIllustrative cohorts
Acquisition funnel
Visitor → repeat customer · last 90 days
New vs returning revenue, by week
Weekly revenue split by customer type — is growth acquisition-led or retention-led?
AOV
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average order value
COGS / order
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cost of goods
Fulfilment / order
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shipping + fees
Ad cost / order
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blended CAC load
Contribution / order
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Where each £ of AOV goes
Average order value less COGS, shipping, fees and ad cost = contribution. The unit-economics waterfall.
Contribution per order, by channel
Ranked (berry = profitable / red = losing money per order) + cumulative — which channels carry the P&L
Blended CAC
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per new customer
Blended LTV : CAC
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observed window
Best channel
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Unprofitable channels
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LTV below CAC
CAC vs LTV — scale, fix, or killLTV = observed window
Each dot a channel · x = CAC · y = contribution per customer to date (partial LTV) · size = new customers · dashed = breakeven & 3× target. LTV is cumulative contribution over ≤6 months, not a modelled lifetime.
Return on ad spend, by channel
Revenue ÷ ad spend per acquisition channel · dashed = breakeven ROAS (≈ 1 / contribution margin)
M1 retention
–
ordered again next month
M3 retention
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still active at month 3
Repeat rate
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orders from returning
Orders / customer
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in the window
Cohort retention matrixIllustrative cohorts
Share of each acquisition cohort still ordering, by months since first purchase · darker = more retained. Later months are immature cohorts.
Cohort LTV accumulationObserved 6-month window
Cumulative contribution per customer by months since acquisition. Not an extrapolated lifetime — later months contain partial cohorts.
Top category
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Gross margin
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after COGS
Returns rate
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of orders
Returns £ impact
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contribution lost
Category — revenue share vs margin
Each dot a category · x = revenue share · y = contribution margin % · size = units. Big-but-thin vs small-but-rich.
Returns by reason
Return £ (contribution lost) by reason (bars) + cumulative share
Orders discounted
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had a discount
Avg discount depth
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on discounted orders
Margin given away
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list − paid
Discounted contribution
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vs full-price
Discount depth vs contribution margin
Contribution margin distribution per discount band · light = P10–P90, berry = middle-half, navy tick = median. Where discounting flips orders unprofitable.
Returns rate by discount depth
Do deeper discounts drive more returns? · association, not proven cause
Orders / week
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average
Peak day
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Peak hour
–
most orders
Mobile share
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of orders
When orders land — day × hour
Order density by weekday and hour · darker = busierIllustrative pattern
quietbusy
Channel breakdown
Aggregated on current filters · click a header to sort · click a row to filter