Revenue & Profit Report

How do I read the Revenue & Profit Report, how are the metrics calculated and what insights can I gain from it.

Valentine Strunz-Happe avatar
Written by Valentine Strunz-Happe
Updated over a week ago

tl;dr

  • This reports allows you to analyse revenue and profitability across any dimension

  • It is built to maximize flexibility and speed. Think of it like a built-in Pivot Table.

  • Use the Metric Display to see the numbers just like you need them.

  • When you find something that you want to investigate further, you can use one of the other reports within the CLV & Retention section.

What can I analyse:

Most reports in Klar are designed to help you discover insights that you previously didn't know about.

The purpose of the Revenue & Profit Dashboard is slightly different. It is built less for discovery and more for answering specific questions you have, like:

  • How much revenue did a certain voucher code generate.

  • What's the profitability of different products.

  • How is my revenue developing in a certain geography over time.

It is build to efficiently and flexibly analyse revenue and profit across various dimensions.

Let's talk about the available options:

Available Dimension

To give you maximum flexbility there are a bunch of dimension that you can select for this report. Not only that, but you can pick two different ones at the same time to slice and dice the data down even further and use the filter the focus in on a certain subset.

The available dimensions are:

  • Calendar Date (dd-mm-yyyy)

  • Calendar Week (ww-yyyy)

  • Calendar Month (mm-yyyy)

  • Sales Order Channel (coming

  • Channel Name - based on your configuration in the Channel Builder

  • Channel Group - based on your configuration in the Channel Builder

  • Channel Category - based on your configuration in the Channel Builder

  • utm_source - based on your Google Analytics and Shopify data

  • utm_medium - based on your Google Analytics and Shopify data

  • utm_campaign - based on your Google Analytics and Shopify data

  • utm_term - based on your Google Analytics and Shopify data

  • utm_content - based on your Google Analytics and Shopify data

  • Product Title - just the item in the order, not the entire order.

  • Product Variant - just the item in the order, not the entire order.

  • Product Type - just the item in the order, not the entire order.

  • Product SKU - just the item in the order, not the entire order.

  • Shipping Country - based on the Shipping Address inShopify

  • Discount Code - from Shopify

  • Customer Type - New vs. Repeat Custoemr

  • Order Count - Order Count of the Customer

Metric Display

Customer Type

Even though is is already available as a dimension, we added a Customer Type selection as a metric display option. You can select between three different customer types:

  • All Customer - containing all orders from all customer

  • New Customers - containing the first orders from all customers

  • Repeat Customers - containing repeat orders from all customers

Metric Divisor

With this control the user can decide how he wants the values to be displayed:

  • Total - Showing you the Total Values

  • Order - Total divided by the number of orders

  • Item - Total divided by the number of items.

Metrics

The report is split into two different sections. One two analyse the revenue and orders generated from the selected dimension and the other to select the profits and profit margins.

Revenue Section

Gross Revenue = GMV - Discount Value - Voucher Value + Shipping Revenue

Net Revenue = Gross Revenue - Return Value - Taxes

Return % = Returns Value / Gross Revenue

Voucher % = Voucher Value / (GMV - Discount Value)

Gross Orders = Count of Orders excl. Payment Status Voided

Net Orders = Count of Orders excl. Payment Status Voided & Returned

Gross Units = Count of Items excl. Payment Status Voided

Net Units = Count of Items excl. Payment Status Voided & Returned

Profitability Section

GMV = SUM (Compare At Price, Price)

Price Reductions = GMV - Price

Price Reduction % = Discount Value / GMV

Discount Code % = Discount Code Value / (GMV - Price Reductions)

Shipping Revenue = Shipping Revenue

Gross Revenue = GMV - Price Reductions - Discount Code Value + Shipping Revenue

Returns Value = Gross Revenue of Returned Items

Return % = Returns Value / Gross Revenue

Taxes = Tax Value of Non-Returned Items

Tax % = Taxes / (Gross Revenue - Returns)

Net Revenue = Gross Revenue - Return Value - Taxes

COGS = Based on Rules or Google Sheet

COGS % = COGS / Net Revenue

CM1 = Net Revenue - COGS

CM1 %= CM1 / Net Revenue

Logistics Cost = Based on Rules

Logistics Costs % = Logistics Costs / Net Revenue

Transaction Cost = Based on Rules

Transaction Costs % = Transaction Costs / Net Revenue

CM2 = CM1 - Logistics Costs - Transaction Costs

CM2 % = CM2 / Net Revenue

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