Store analytics

Store analytics is where you go for the business truth — real revenue, real profit, and whether your marketing is actually paying for itself. It’s one page with three views you switch between from the top-right: Overview, Profit and Customers, plus a separate Costs page that powers the profit math.

Pick your window

Every view shares one date picker in the top-right corner. Open it for presets — Today, Yesterday, Last 7 days, Last 30 days, Last 90 days, This month, Last month — or drag a custom range on the calendar. Change it once and all four views follow.

Overview — the store’s pulse

Start here to see if the last stretch worked. The KPI strip reads left to right:

The Overview view: the KPI strip (Net Revenue, Net Profit, MER, aMER, nCAC, AOV, Orders, Ad Spend), the Revenue, Profit & Spend chart, and the Channels table

Net Revenue — sales after discounts and refunds.
Net Profit — what’s left after every cost.
MER — marketing efficiency ratio: net revenue divided by total ad spend (your blended return).
aMER — the same idea for growth only: new-customer revenue divided by ad spend.
nCAC — new customer acquisition cost: ad spend divided by the number of new customers.
AOV — average order value: revenue divided by orders.
Orders — orders placed in the window.
Ad Spend — total spent across your ad platforms.

Below the tiles, the Revenue, Profit & Spend chart shows all three moving together day by day, so you can spot the day a push landed — or a refund dented the line.

The Channels table breaks results out by where the customer came from — the outcomes your store’s tracking attributes to each acquisition channel like Meta Ads. Each row carries Spend, Orders, Revenue, ROAS (revenue ÷ spend) and POAS (profit ÷ spend, so you see return after costs, not just revenue). Follow Attribution to dig into the order-by-order detail in Campaigns.

Off to the side, the Insights digest surfaces anything urgent — a preview of the full feed, which lives in Creative analytics → Insights. All insights takes you there.

Profit — where the money actually goes

The Profit view walks your revenue down to what you keep, one cost layer at a time. This is the contribution-margin ladder, and each rung is a KPI tile:

The Profit view: the CM1 to CM3 margin-ladder tiles above the Profit & Loss waterfall, from Gross Sales down through Net Revenue, COGS and CM1

CM1 (gross margin) — net revenue minus cost of goods. What’s left after paying for the product itself.
CM2 (contribution) — CM1 minus shipping, payment fees and other variable costs. What each order contributes before advertising.
CM3 — CM2 minus ad spend. Your profit after the cost of getting the order.
Net Profit — CM3 minus fixed costs (rent, salaries, tooling) and AI spend. The real bottom line.

The Profit & Loss waterfall below lays the whole thing out as a ledger — Gross Sales at the top, then each discount, refund and cost subtracted in turn down to Net Profit, with every line shown as a share of gross sales. The AI Spend line is filled in automatically from what generation costs on your own provider keys — the same number as the AI Usage block in Usage & AI Keys, placed by day so your content costs sit inside your margins. Margin Trend then plots those same rungs over time, so you can watch your margins hold or slip.

The bottom of the Profit & Loss waterfall: Ad Spend, CM3, Fixed Costs, the automatic AI Spend line, and Net Profit

To change the costs feeding all of this, use the Costs button in the toolbar.

Costs — teach Omnymous your real costs

The Costs page is where profit gets its accuracy. Every rule you add here flows into COGS, the contribution margins and net profit across all of Store analytics.

The Costs page: a summary strip (Active Rules, Fixed / Month, Variable Load) above the four rule categories — COGS Overrides, Variable Costs, Shipping and Fixed Costs

Rules are grouped into four categories:

COGS Overrides — override the product-level cost of goods when Shopify’s numbers are missing or wrong.
Variable Costs — per-order and percentage-based costs (for example, a percentage of revenue).
Shipping — fulfillment and delivery costs, such as a flat cost per order.
Fixed Costs — monthly overhead like rent, salaries and tooling.

A summary strip up top shows your Active Rules count, your Fixed / Month total and your Variable Load as a percent of revenue.

Add a cost rule

Click the + on any category to open the New cost rule dialog.

The New cost rule dialog with Category, Basis, Name, Amount, effective-date fields and an Active toggle

Fill it in:

Category — which of the four buckets it belongs to.
Basis — how the cost is charged: Per Order, % of Revenue, Flat Monthly, and more (Per Line Item, Per Refund, % of COGS, By Weight, By Quantity).
Name — a label you’ll recognize, like “Payment processing fee”.
Amount — the number. For a percentage basis, enter it as a decimal (0.029 = 2.9%).
Effective from / Until — optional dates, so a rule only applies to the period it was true.
Active — leave on to count the rule; switch off to keep it on file but out of the math.

Press Create rule to save. When you change costs, hit Recalculate in the toolbar to rebuild your profit numbers with the new rules.

Cost rules move your profit numbers everywhere — the Dashboard, Overview and Profit views all read from them. Set your COGS first: fill in per-product cost in Products, then add rules here for what COGS doesn’t cover. Leave costs blank and your profit will read too high.

Adding and editing cost rules needs the Member role or higher. Viewers can open the Costs page and read the rules, but the +, edit and delete controls stay hidden. See Team & roles.

Customers — who’s coming back

The Customers view is about lifetime value, not just this month’s sales. Its KPIs cover the economics of acquisition:

The Customers view: acquisition KPIs above the Cohort Retention matrix, with the New vs Returning chart alongside

New Customers — first-time buyers in the window.
Returning Orders — orders from customers you already had.
aMER — new-customer revenue divided by ad spend.
nCAC — ad spend divided by new customers.
New-Cust. Revenue — revenue from those first orders.

The Cohort Retention matrix groups customers by the month of their first order (one row per cohort) and tracks how many come back in each following month — M0, M1, M2 and on. Use the Retention ⇄ Cum. LTV toggle in the corner to flip each cell between the percent who returned and the cumulative revenue they’ve spent since. LTV by Acquisition Channel then curves that lifetime value out by where customers came from, and New vs Returning shows your daily mix of first-time versus repeat buyers.

Looking for Insights?

The full findings feed — the eight daily detectors, their evidence and their one-click actions — lives with the rest of your marketing signals in Creative analytics → Insights. The Overview’s digest here always shows the newest findings, and All insights takes you straight to the feed.

Troubleshooting

My profit numbers look too high. Costs aren’t fully set. Fill in per-product COGS in Products, add any missing rules on the Costs page, then Recalculate.

The Channels table is empty. Attributed results need your store’s tracking to be collecting data — traffic appears here as the pixel gathers sessions. See Campaigns.

Cohorts only show a couple of rows. The matrix builds one cohort per month as customers place first orders, and later months fill in as time passes — a young store has fewer rows and shorter retention curves.

I can’t edit costs. Cost configuration needs the Member role or higher; Viewers get read-only access. See Team & roles.