What is the Profit & Loss (P&L) dashboard?
The Profit & Loss dashboard combines your Shopify orders, your product costs and your ad spend into one view. It shows what is left of your revenue after goods, logistics, payment fees, advertising and general costs.
In this article
Requirements
A Shopify store that is connected to Tracify. The Profit & Loss dashboard is only available for Shopify stores.
Product costs maintained in Shopify. Tracify reads the cost per item from Shopify to calculate the cost of goods sold (COGS).
Your cost blocks configured in Settings › Costs & Expenses: How do I configure the costs for the Profit & Loss dashboard?
You find the dashboard under Profit & Loss in the left menu. The date range at the top right applies to all sections.
Top Level Overview
The first row shows the four results of the profit and loss calculation for the selected period. Each card has a small bar chart with the trend over the period.
Metric | How it is calculated |
Net Revenue | Gross Revenue − Taxes − Returns |
Contribution Margin 1 | Net Revenue − COGS |
Contribution Margin 2 | Contribution Margin 1 − Logistic Costs − Transaction Costs |
Contribution Margin 3 | Contribution Margin 2 − Total Ad Spend − General Costs |
[IMAGE: pnl-overview.png]
Key Driver Metrics
The second block breaks the result down into the drivers behind it. Hover over the ⓘ icon of a card to see how the metric is calculated.
New Customer Net Revenue and New Customer AOV: net revenue and average order value of customers with their first purchase in the period.
Returning Customer Net Revenue and Returning Customer AOV: the same for customers who purchased before. How Tracify separates new and returning customers: What is customer segmentation?
COGS Total, Logistic Cost, Transaction Cost, Refunds: the cost blocks that are deducted in the table below.
Total Ad Spend, CAC, CPO, MER: your ad spend across all connected channels, the cost per new customer, the cost per order and the marketing efficiency ratio (revenue divided by ad spend).
The Profit & Loss table
The table shows the full calculation from the gross merchandise value down to Contribution Margin 3, per day, per month or as a total. Rows with a ( - ) are deducted. Rows with an arrow can be expanded, for example to see the discounts by type, the logistic costs by shipping and returns or the ad spend per channel.
Row | What it contains |
Gross Merchandise Value | Total value of all orders before discounts |
Discounts ( - ) | Discount codes and price reductions |
Shipping Revenue | The shipping fees your customers paid |
Gross Revenue | Total sales − discount codes − price reductions + shipping revenue |
Taxes ( - ) | Sales tax collected |
Returns ( - ) | Sales amount including taxes of the returned items |
Net Revenue | Gross Revenue − Taxes − Returns |
Cost of Goods Sold (COGS) ( - ) | Cost of goods sold for all products, from the product costs in Shopify |
Contribution Margin 1 | Net Revenue − COGS |
Logistic Costs ( - ) | Shipping and handling costs including the handling of returns, from your cost configuration |
Transaction Costs ( - ) | Payment provider fees, from your cost configuration |
Contribution Margin 2 | Contribution Margin 1 − Logistic Costs − Transaction Costs |
Total Ad Spend ( - ) | Ad spend of all connected ad accounts, expandable per channel |
General Costs ( - ) | One-time and recurring costs from your cost configuration |
Contribution Margin 3 | Contribution Margin 2 − Total Ad Spend − General Costs |
[IMAGE: pnl-table-top.png]
[IMAGE: pnl-table-margins.png]
Breakdown and export
Breakdown: choose at the top right of the table whether the columns show days, months or the total of the selected period.
Export: click the download icon next to the breakdown to export the table as a CSV file.
Configure costs: the link under the table title opens Settings › Costs & Expenses.
ℹ️ Note: The Profit & Loss dashboard uses all orders of the store, independent of the attribution preset. Only the ad spend per channel and the CAC depend on the connected ad accounts.
Common questions
Why is COGS 0 or too low?
Tracify reads the cost per item from Shopify. If a product has no cost in Shopify, it is counted with 0. Add the cost per item in the Shopify product settings and the value is used for future orders.
Why do my logistic or transaction costs not change?
They come from your cost configuration. Check the zones, handling costs and payment providers in Settings › Costs & Expenses. A new cost setting applies from its start date.
Why is the ad spend here different from the Marketing Overview?
Both use the same ad accounts and the same date range. If the numbers differ, compare the selected stores and the date range in both dashboards: Why do my channel totals differ between dashboards?
Can I see the Profit & Loss for several stores at once?
Yes. Select several Shopify stores in the store selector at the top left. Values in different currencies are converted into the blending currency: How do I set the currency and the number format?