Skip to main content

Using Business Intelligence

Business Intelligence is your margin overview. Go to Unit Economics → Business Intelligence, pick a date range, and filter by SKU, channel or order system. Everything on the page follows your filters.

J
Written by Jenna Wasserman

KPI cards

Four cards at the top give you the per order view for the selected period:

  • Average Product Margin, in dollars with its percentage underneath

  • Average CM1 (Contribution Margin 1), in dollars with its percentage underneath

  • Average Discount

  • Average Shipping Fee

Hover the info icon on any card to see how it's calculated.

Cost Waterfall

The Cost Waterfall shows what takes your revenue down to margin. It starts at Gross Revenue, adds Shipping Collected, subtracts Discount and Product Cost, and ends at Contribution Margin 1. Use it to see at a glance whether discounts or product costs are eating into your margin.

SKU Mix, Order Channels Mix and Order System Mix

These three cards break your numbers down three ways:

  • SKU Mix: by product. Group by SKU, Product, Order Line Item or Accounting System SKU.

  • Order Channels Mix: by where the sale happened, such as Online Store, POS, Subscription or Draft Orders.

  • Order System Mix: by the platform the order came from, such as Shopify, Amazon, TikTok Shop or Walmart.

All three cards carry the same columns, so you can compare like for like: Gross Sales, Discounts, Shipping Fee, Units, Net Revenue, Product Cost, Product Margin, Product Margin %, CM1 and CM1 %.

How discounts and shipping are split across SKUs. Discounts and shipping are charged per order, so SKU Mix splits them across the items in each order:

  1. A discount applied to a single order line item applies only to the SKU on that line item. It is never shared with the other items in the order.

  2. A discount on the whole cart is split across the items in proportion to each item's price after its own discount.

  3. Shipping charged on the order is split across the items in proportion to each item's price after discount.

Each SKU's totals add up these shares across every order it appears in. Totals across all SKUs tie back to your order level Discounts, Shipping Fee and Net Revenue.

On each card you can:

  1. Switch between a bar chart, a trend line (month over month) and a table.

  2. Click a column header to sort.

  3. Click Download to get every row under your current filters. The CSV is emailed to you.

Related Articles
Did this answer your question?