Every order this quarter: contribution after discounts, returns and acquisition cost, and whether customers come back.
Filters persist across every tab. Click any bar, dot or row to drill down. Chips show active filters — click to remove.
Too few rows to rank on. This dashboard gates every rate
ranking at 30 rows because below that the ordering is sampling noise. The totals below are
real; the rates and the “worst” tiles are not reliable at this size.
No rows match these filters.Nothing is being calculated, because there is nothing to calculate from — a rate over
zero rows is not zero, it is undefined, and showing you a number here would be a wrong one.
Orders
–
Contribution / order
–
Contribution margin
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after all variable cost
Blended ROAS
–
revenue ÷ ad spend
Repeat rate
–
returning orders
Cohort retention
Share of each monthly cohort still ordering, by months since first purchaseIllustrative cohorts
Acquisition funnel
Visitor → repeat customer · last 90 daysIllustrative funnel
New vs returning revenue, by week
Weekly revenue split by customer type — is growth acquisition-led or retention-led?
AOV
–
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
–
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 ÷ margin before ad spend) · channels with negligible spend are excluded — ROAS is undefined without spend
M1 retention
–
ordered again next month
M3 retention
–
still active at month 3
Repeat rate
–
orders from returning
Orders / customer
–
in the window
Cohort retention matrixIllustrative cohorts
Share of each acquisition cohort still ordering, by months since first purchase · darker = more retained. The blank triangle is months that have not happened yet on 31 Mar.
Cohort LTV accumulationIllustrative cohorts
Cumulative contribution per customer by months since acquisition. Not an extrapolated lifetime — each line stops where that cohort's history does, so only Oct '25 reaches month five.
Top category
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Gross margin
–
after COGS
Returns rate
–
of orders
Returns £ impact
–
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
–
had a discount
Avg discount depth
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on discounted orders
Margin given away
–
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
–
average
Peak day
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Peak hour
–
most orders
Mobile share
–
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