# Store Store is your business in money: revenue, profit and ad spend, your profit and loss line by line, and how your customers come back. ![Analytics, Store, on its Overview: the eight tiles from Net Revenue to Ad Spend above the Revenue, Profit & Spend chart](https://docs.omnymous.com/media/analytics/store/index/screen.a43da7f1.avif) **Store** reads your Shopify orders and your costs, whatever brought the buyer. It has three views at the top right: **Overview**, **Profit** and **Customers**. Only the period applies here: the store's own figures do not depend on an attribution model. ## What you can do here - [Enter your costs](https://docs.omnymous.com/analytics/store/costs): Add the costs Shopify does not know, such as shipping, packing and your monthly overheads, so the profit Omnymous shows is your real profit. - [Metrics](https://docs.omnymous.com/analytics/metrics): Every number on the Dashboard and the Analytics screens, with what it counts and the formula behind it. ## Overview Eight tiles for the period, each with its change against the period before: [Net Revenue](https://docs.omnymous.com/analytics/metrics#net-revenue), [Net Profit](https://docs.omnymous.com/analytics/metrics#net-profit), [MER](https://docs.omnymous.com/analytics/metrics#blended-roas-mer), [aMER](https://docs.omnymous.com/analytics/metrics#amer), [nCAC](https://docs.omnymous.com/analytics/metrics#ncac), [AOV](https://docs.omnymous.com/analytics/metrics#aov), [Orders](https://docs.omnymous.com/analytics/metrics#orders) and [Ad Spend](https://docs.omnymous.com/analytics/metrics#ad-spend). Net Profit is tinted green when the period made money and red when it lost it. ![Revenue, Profit & Spend: one point per day of the period, net revenue as the violet line, net profit dashed, and ad spend](https://docs.omnymous.com/media/analytics/store/index/trend.38208a87.avif) **Revenue, Profit & Spend** draws the same period day by day, on your store's calendar: net revenue as the violet line, net profit dashed, and ad spend. A refund lowers the day it was made. ![Channels: Meta Ads, Google Ads, TikTok Ads, Direct, Email, Organic Search, Organic Social and Referral, with their Spend, and the Orders, Revenue, ROAS and POAS credited to them](https://docs.omnymous.com/media/analytics/store/index/channels.3c55dc8f.avif) **Channels** is the one card here that is attributed: the orders and revenue credited to each channel, with the spend of the paid ones. It uses the attribution model last chosen on Creatives, Campaigns or Journeys, Last Click until you choose another. **Attribution** opens the full table on Campaigns. Under it, **Insights** shows the newest findings. See [Insights](https://docs.omnymous.com/analytics/creatives/insights). ## Profit ![The Profit view's tiles: CM1 $105K, CM2 $86.8K, CM3 $51.5K, Net Profit $48K, Net Margin 31.3%, COGS $48.4K, Gateway Fees $5.5K and Refunds $6.2K](https://docs.omnymous.com/media/analytics/store/index/profit-tiles.099676b1.avif) The tiles follow your money down the margins: [CM1](https://docs.omnymous.com/analytics/metrics#cm1-gross-margin), [CM2](https://docs.omnymous.com/analytics/metrics#cm2-contribution), [CM3](https://docs.omnymous.com/analytics/metrics#cm3), [Net Profit](https://docs.omnymous.com/analytics/metrics#net-profit), [Net Margin](https://docs.omnymous.com/analytics/metrics#net-margin), then [COGS](https://docs.omnymous.com/analytics/metrics#cogs), **Gateway Fees**, which Profit & Loss calls [Payment Fees](https://docs.omnymous.com/analytics/metrics#payment-fees), and [Refunds](https://docs.omnymous.com/analytics/metrics#refunds). ![Profit & Loss: from Gross Sales $161,440 down through discounts, refunds, Net Revenue, COGS, CM1, shipping, payment fees, variable costs, CM2, ad spend, CM3, fixed costs and AI spend to Net Profit $48,010, each line with its bar and its share of gross sales](https://docs.omnymous.com/media/analytics/store/index/pnl.feb4d500.avif) **Profit & Loss** sets every line of the period from gross sales to net profit, each with its share of gross sales. The bold lines are subtotals. Rest the pointer on a line to read what it counts. **Margin Trend**, under it, draws net revenue, CM1, CM2, CM3 and net profit day by day. Most cost lines come from cost rules you enter. Until you do, shipping, variable and fixed costs read zero and net profit reads high. **Costs**, beside the period, opens them. ![The Costs button beside the period, Last 30 days, at the top right of the Profit view](https://docs.omnymous.com/media/analytics/store/index/costs.e8ed59e0.avif) ## Customers ![The Customers view's tiles: New Customers 1.1K, Returning Customers 404, aMER 3.00×, nCAC $32.75, AOV $96.64 and New-Cust. Revenue $106.1K](https://docs.omnymous.com/media/analytics/store/index/customer-tiles.51c5344a.avif) The tiles count your buyers: [New Customers](https://docs.omnymous.com/analytics/metrics#new-customers), [Returning Customers](https://docs.omnymous.com/analytics/metrics#returning-customers), [aMER](https://docs.omnymous.com/analytics/metrics#amer), [nCAC](https://docs.omnymous.com/analytics/metrics#ncac), [AOV](https://docs.omnymous.com/analytics/metrics#aov) and [New-Cust. Revenue](https://docs.omnymous.com/analytics/metrics#new-cust-revenue). ### Cohort Retention ![Cohort Retention: one row per month of first orders, from Oct 2026 back to Nov 2025, with its customers and, under M0 to M11, the share who ordered again in each month after](https://docs.omnymous.com/media/analytics/store/index/cohorts.c2d7c22b.avif) One row per cohort, the customers whose first order fell in that month. **M0** is the month of their first order; **M1** to **M11**, the months after. **Retention** shows the share of the cohort that ordered in each month; **Cum. LTV** shows what each customer had spent so far. See [Retention](https://docs.omnymous.com/analytics/metrics#retention) and [Cum. LTV](https://docs.omnymous.com/analytics/metrics#cum-ltv). The cohort table does not follow the period: it always covers the last twelve months of first orders. ### LTV by Acquisition Channel ![LTV by Acquisition Channel: a curve per channel of the revenue per customer by days since the first order, from about $100 at 30 days to about $180 at 390, and a table of Customers, LTV 90d and LTV 360d per channel](https://docs.omnymous.com/media/analytics/store/index/ltv.eaca9fd4.avif) What a customer spends over time, by the channel that first brought them: one curve per channel, then each channel's customers and its [LTV 90d and LTV 360d](https://docs.omnymous.com/analytics/metrics#ltv-90d-and-ltv-360d). Like the cohorts, it counts every customer, whatever the period. **New vs Returning**, at the foot of the view, draws first-time and returning customers day by day over the period. ## Questions ### Why is net profit so high? Omnymous knows your cost of goods from Shopify, your payment fees and your ad spend, but not your shipping, handling or overheads until you enter them. See [Enter your costs](https://docs.omnymous.com/analytics/store/costs). ### Why does this month's revenue go down after the month ended? A refund counts on the day it was made, and every day in the period you are looking at can still receive refunds of earlier orders. --- Source: https://docs.omnymous.com/analytics/store