Dashboards that tell you what to do next, not just what happened.

🛍️ Ecommerce

Net profit Revenue left after every cost: COGS, shipping, fees, ad spend, refunds, plus custom or recurring expenses you add in Reaktion like salary, office rent, Klaviyo or agency fees. Gross profit excl. VAT Sales minus COGS, excluding VAT. Your margin before operating and ad costs. Contribution margin What a product contributes after variable costs like COGS, shipping and fees. COGS Cost of goods sold: what your products cost you, excluding VAT. Shipping Total shipping cost you pay to fulfil and deliver orders. Pick & Pack Warehouse cost of picking and packing each order for dispatch. Payment fees Fees charged by payment gateways and card processors on each order. Returns cost Cost of processing and restocking returns, including lost margin. VAT Value-added tax collected on sales and paid to the authorities. Total sales excl. VAT All sales revenue before VAT is added. AOV Average order value: total sales divided by number of orders. Orders Number of orders placed in the selected period. New vs repeat customers The split of first-time buyers versus returning customers. Repeat customer rate Share of customers who have purchased more than once. Refund rate Share of revenue or orders refunded in the period. Discount code excl. VAT Total value of discount codes redeemed, excluding VAT. Markdown excl. VAT Revenue given up to price reductions and markdowns, excluding VAT. MER Marketing efficiency ratio: total revenue divided by total ad spend. Quantity of items sold Total number of individual items sold across all orders. Avg. items per basket Average number of items in each order. Item inventory count Units currently in stock across your catalogue. Total fixed costs Recurring costs that don't change with sales volume.

📣 Marketing

Ad spend Total amount spent across your advertising channels. MER Marketing efficiency ratio: total store revenue divided by total ad spend. ROAS Return on ad spend: revenue attributed to ads divided by ad spend. Blended ROAS Total store revenue divided by total ad spend across every channel. POAS Profit on ad spend: gross profit divided by ad spend, not revenue. ERS excl. VAT Effective revenue share: ad spend as a share of revenue, excl. VAT. CAC Customer acquisition cost: ad spend divided by new customers won. Blended CAC Total marketing and sales spend divided by all new customers acquired. New customer CAC A single channel's spend divided by the new customers it brought in. Cost per order Average advertising cost to generate one order (CPO). CPA Cost per acquisition: spend divided by conversions or actions. LTV : CAC Customer lifetime value relative to acquisition cost. Aim for 3:1 or higher. CAC payback Months it takes to recover acquisition cost from a customer's gross profit. Conversions Total purchases attributed to your advertising. Conversion value Total revenue value of attributed conversions. Conv. rate (clicks) Share of ad clicks that ended in a purchase. CTR Click-through rate: clicks divided by impressions. Outbound CTR Clicks through to your site divided by impressions. CPC Cost per click on your paid ads. CPM Cost per thousand ad impressions. CPV Cost per view on video ad placements. Impressions Number of times your ads were shown. Reach Number of unique people who saw your ads. Avg. frequency Average number of times each person saw your ads. Paid clicks Total clicks driven by your paid campaigns. Thumb stop ratio Share of impressions that watched past the first few seconds. New customer revenue Revenue generated from first-time customers. New customer ROAS Return on ad spend from first-time customers only. New customer rate Share of orders that came from first-time buyers. Returning customer revenue Revenue from repeat customers driven by your campaigns. AOV (paid) Average order value from paid traffic. Attr. revenue Attr. orders Spend share Gross profit – Ad spend ROAS after refunds POAS after refunds Overall store POAS

📈 GA4 / Organic

Store CVR (GA4 sessions) Conversion rate on GA4 sessions: orders divided by sessions. Sessions Visits to your store, measured by GA4. Page views Total pages viewed across all sessions. Product views Times your product pages were viewed. Add to cart Number of add-to-cart events. Initiate checkout Number of times shoppers started checkout. Added payment info Number of times shoppers entered payment details. Search On-site searches performed by visitors. Add-to-cart ratio Share of sessions that added an item to cart. Funnel steps Drop-off from view to cart to checkout to purchase.

✉️ Klaviyo / Email

Email revenue Revenue attributed to Klaviyo emails, server-side. Profit per flow True profit generated by each automated email flow. Profit per campaign True profit generated by each email campaign. Recipient attribution Revenue and profit tied to individual email recipients. Open rate Share of recipients who opened the email. Click rate Share of recipients who clicked a link in the email. Email-attributed orders Orders Reaktion attributes to Klaviyo email. Flow vs campaign split How revenue divides between automated flows and one-off campaigns.