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P&L Report
Target metricsMore information
Attribution models
Bayesian statistics
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Metrics overview
User journey tracking
Product level metricsData UpdatesP&L Report
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 - Product Tax - 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 tables illustrate 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.
