The report your team would actually get.
Four tabs, one Monday morning: what happened, what it's worth, and what to do next — written automatically.
Sample data — for illustration onlyRevenue — last 8 weeks
Unified across Shopify, Amazon and ad platforms into one number.
Revenue +12.4% w/w, driven almost entirely by Shopify. Blended ROAS improved to 2.6× on flat spend. One flag: SKU-D is selling well and barely profiting — margin is being eaten by ad spend and fulfillment cost. Full breakdown in the SKU tab.
True contribution margin, by SKU
After COGS, platform fees, shipping, returns and ad spend — not just gross revenue.
| SKU | Revenue | Contribution margin | vs last week |
|---|---|---|---|
| SKU-A — Everyday Tote | $41,200 | 38% | +18% |
| SKU-B — Travel Set | $29,800 | 34% | +14% |
| SKU-C — Mini Backpack | $22,100 | 41% | +9% |
| SKU-D — Weekender Bag | $33,600 | 6% | −4% |
| SKU-E — Crossbody | $18,400 | 29% | +3% |
SKU-D drives $33,600 in revenue but only 6% contribution margin — the lowest of any active SKU, down from 10% last week. Fulfillment cost rose after a carrier surcharge; ad spend on this SKU is up 22% w/w without a matching conversion lift.
Spend vs revenue by channel
| Channel | Spend | Revenue | ROAS |
|---|---|---|---|
| Meta Ads | $18,200 | $47,300 | 2.6× |
| Google Ads | $14,600 | $41,900 | 2.9× |
| TikTok Ads | $9,100 | $11,000 | 1.2× |
| Klaviyo (email) | $0 | $22,400 | — |
Attribution gap
What each platform claims vs. the unified model.
Meta over-claims by ~30% versus the deduplicated, cross-platform model.
TikTok Ads is the only channel below break-even ROAS this week at 1.2×, down from 1.9× two weeks ago. Meta continues to over-report revenue by roughly 30% versus the deduplicated model — budget decisions made on Meta's own numbers would be overstating its efficiency.
This week's alerts
Every anomaly the pipeline catches, ranked by estimated dollar impact and sent to Slack the moment it's found.
312 units show as shipped from 3PL but never received into Amazon FBA inventory over the past 9 days.
Action: File an Amazon reimbursement case before the 30-day window closes.
Refund rate jumped from 4.1% to 11.6% in the past 7 days, concentrated in one fulfillment batch.
Action: Check that batch for a packaging or quality defect before it affects more units.
ROAS fell from 1.9× to 1.2× week-over-week with spend held flat — creative fatigue is the likely driver.
Action: Refresh top 3 ad creatives or reallocate budget to Meta.
A 6-hour gap in checkout-step events was detected on Tuesday, consistent with a tag firing issue rather than an actual drop in traffic.
Action: No revenue impact confirmed — flagged so it isn't mistaken for a real conversion drop next week.
Yours would use your numbers.
This is sample data. A real build connects your own Shopify, Amazon and ad accounts — live in two to four weeks.
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