Profit Dashboard

What every number means

Every figure Shopdeck shows you, defined in one sentence. If a number looks wrong, find it here first — quite often it is measuring something slightly different from what you assumed.

Money

On screen	What it is
Net revenue	What customers paid, minus what you refunded. The starting point for everything else.
Gross profit	Net revenue minus what the goods cost you at your supplier.
Contribution margin	What is left of every €100 after goods, transaction fees, advertising and returns — but before your fixed monthly costs. The number that says whether the model works.
Net profit	Contribution profit minus a pro-rata slice of your monthly overhead. What actually ends up yours.
COGS	Cost of goods: what you paid your supplier, including shipping and customs if your cost price includes them.
Transaction fees	What the payment provider keeps: your percentage of every order plus the fixed amount per order, both from Cost settings.
Return costs	Number of refunded orders multiplied by what you said one return costs you in shipping and handling.
Overhead	Your monthly fixed costs, divided by 30 and multiplied by the number of days in view. Always 30, never the real month length.

Return on advertising

On screen	What it is
ROAS	Revenue divided by ad spend. How many euros came back per euro out.
Break-even ROAS	The ROAS at which an ad euro exactly pays for itself. Below it you are losing money on every extra euro. Calculated from your own margin, so it moves when your cost settings move.
Profit-ROAS	Gross profit per euro of ad spend, rather than revenue per euro. A stricter measure.
CPA	What one order cost you in advertising: spend divided by orders.
CAC	What one NEW customer cost you: spend divided by new customers. Different from CPA, and a different number again on the Cohorts screen — see the warning below.
Gap (Attribution screen)	How much more revenue a platform claims than your checkout actually recorded. A positive gap is shown in red because it means the platform is crediting itself.

There are three different customer-acquisition costs

Overview shows spend ÷ new customers over the period you selected. Cohorts shows spend ÷ new customers over a fixed 90 days. Creatives shows a CPA reported by the ad platform itself. All three are correct and none of them will match.

Orders and customers

On screen	What it is
Orders	Real, paid orders in the period. See the exclusions below.
AOV	Average order value: net revenue divided by orders.
Return rate	The share of orders with ANY refund on them — not the share of items returned, and not the share of money refunded. A €5 partial refund on a €300 order makes that whole order count as a return.
Returning revenue	The share of revenue that came from customers who had bought before.
LTV	Lifetime value: net revenue per customer so far. Only counts customers with an account — guest checkouts cannot be followed and are left out.
LTV : CAC	How much a customer is worth against what they cost to acquire. Three to one or better is generally considered healthy.
Payback time	How many months before the average customer has earned back what they cost to acquire.

Live page

On screen	What it is
Visitors on the site right now	People whose last signal was under a minute ago and was not them leaving.
visitors today	Unique people today, one per device, however often they came back.
visits	Separate trips. A new one starts after half an hour of silence, on arrival through a different ad, or on a new day. Always higher than visitors.
bots not counted	Visits that loaded one page and then produced no further signal at all.
In cart	Present visitors with something in the basket who are NOT at the checkout.
In checkout / Heading to checkout	The first is measured at the checkout itself. The second means they clicked the checkout button and it is an inference.

Creatives screen

On screen	What it is
Hook	The share of people who watched the first three seconds of the video.
Hold	Of those, the share who kept watching to the end.
CTR	Clicks divided by times shown.
ATC	Add to cart, as the ad platform reports it.
Leak	The share of a campaign's spend going to creatives or countries that are losing money.
Target for this period	The ROAS a campaign must show IN THE PLATFORM to be genuinely profitable. It sits above your break-even because the platforms report more revenue than your checkout sees.

Which orders never count

Shopdeck filters these out of every figure on every screen, always. It matters, because it means Shopdeck will never exactly match Shopify’s own reports.

Orders Shopify itself marks as a test.
Orders with a discount code containing the word “test”.
Cancelled orders.
Orders under €10. This one surprises people. It exists because tiny orders and sample purchases distorted the figures badly — an unfiltered analysis once reported a 58% return rate on a product that had none.
Checkouts that expired or were voided without ever being paid.

Timing, timezones and currency

Days are Brussels days, midnight to midnight, everywhere in Shopdeck. On the weekends the clocks change, a day is 23 or 25 hours long.
Today’s ad spend is always behind. Meta and TikTok report intraday figures on a delay of their own. Judge a day once it is over.
Currency conversion is display only. The picker in the header converts your figures for reading; the measurement itself stays in the currency your shop reports in. A multi-day period is converted at a single day’s rate.

Why the platform and your shop disagree

Meta and TikTok each report their own conversion value, each with its own attribution window, and both claim credit for the same sale when a customer saw both. Added together they routinely exceed what actually reached your bank.

Shopdeck treats your Shopify orders as the truth and the platform’s claim as a claim. The Attribution screen puts the two side by side per channel so you can see exactly how much each platform is crediting itself.

For that comparison to work, your ads have to carry UTM tags. If fewer than half your orders carry a campaign, Shopdeck shows a banner saying so. Setting utm_source, utm_campaign, utm_id and utm_content on your ads fixes it from then on.

Next: Costs and margins, which is where these numbers get their inputs.