Net revenue — yesterday (Jul 12)
$10,121
87 orders · $116 avg order value
Gross revenue (7d)
$215,140
↓ 4.7% vs prior 7d
$225,738 prior 7d
Net revenue (7d)
$178,997
↓ 10.6% vs prior 7d
after $32.0k discounts, $4.1k returns
Orders (7d)
968
↓ 16.0% vs prior 7d
1,153 prior 7d
Avg order value
$189.18
↑ 7.7% vs prior 7d
$175.61 prior 7d
Site conversion rate
1.31%
↓ from 2.03% prior 7d
58,760 sessions (7d), up 22.7%
Checkouts completed (7d)
770
↓ 20.6% vs prior 7d
970 prior 7d — traffic up, conversions down
Returning customer rate
75.8%
652 of 860 customers (7d) — reflects repeat maker/wholesale buyers
Discount rate
14.9%
up from 10.3% prior 7d
of gross sales — discounting more to hold volume
*Jul 13 is a partial day (in progress). Jul 6 spiked to $70.8k net / 347 orders — worth checking what drove that (promo, restock, wholesale order).
Orders fulfilled (7d)
1,446
↑ 45.3% vs prior 7d
995 prior 7d
Orders shipped (7d)
1,325
↑ 63.0% vs prior 7d
813 prior 7d
Orders delivered (7d)
1,003
↑ 162.6% vs prior 7d
382 prior 7d — big improvement, likely a backlog catch-up. Worth confirming with ops.
Always use NetSuite for this number — Shopify's unfulfilled count includes orders going back roughly 10 years due to long-standing sync errors and is not reliable.
| Product | On hand (all variants) | Status |
|---|---|---|
| Luxury perfumer's alcohol | −27 units | Backordered |
| 5oz metal tin — black variant | 0 units | Out of stock (1 color) |
| Coco apricot creme™ candle wax | 675 units | Healthy |
| Virgin coconut soy™ candle wax | 1,288 units | Healthy |
| 12oz aura vessel | 8,746 units | Healthy |
Luxury perfumer's alcohol is oversold across three of its four variants (16oz: −37, 25lb: −3, 50lb: 0) — this is a top-5 seller, so it's worth confirming the reorder is in motion.
Ad spend (7d)
$12,502
$12,332 Google + $170 Microsoft Ads
Blended ROAS
15.96x
Blended CAC
$57.41
Email attributed revenue (7d)
$27,543
SMS attributed revenue (7d)
$7,102
Email list growth (7d)
+652
net new subscribers
Open support tickets
25
Response time, CSAT, and top contact reason aren't tracked here yet.
Cash on hand
$591,568
AR outstanding (wholesale)
$510,411
NetSuite report
Gross margin, monthly burn, and runway aren't tracked here yet.