The P&L Report offers an effortless deep dive into the marketing financial performance over the selected period.
The hierarchical structure covers all essential KPIs, ranging from GMV to EBITDA.
At each major step, all relevant KPIs required for the calculations are provided, along with additional KPIs for comprehensive information.
Formulas
Main KPIs
Revenue = GMV - Price reductions - Product discounts + Shipping revenue
Net revenue = Revenue - Returns net - Returned shipping - Tax
CM1 = Net revenue - COGS + COGS returned
CM2 = CM1 - Shipping cost - Transaction cost
CM3 = CM2 - Marketing spend
EBITDA = CM3 - Expenses
Other KPIs
Shipping revenue = Gross shipping revenue - Shipping discounts + Shipping tax
Tax = Product tax + Shipping tax - Returned product tax - Returned shipping tax
Structure
The following table illustrates the structure of the report, the main KPIs and other KPIs.
In case other KPIs are involved in a calculation, the sign and color hints how to account for them.
