Dashboard overview

The dashboard (/app/dashboard) is built from sections. You choose which ones show and in what order, so not every section below is on screen for every store. Some appear only once you have the relevant data, and a few need the Pro plan. Everything respects the date range, compare, and filters you set at the top.

The toolbar

Across the top you get: a date-range pill, a Compare pill, a Filters button, a sales-channel pill, a compact-mode button, a More actions menu (export your orders to CSV on the Business plan, or print the dashboard), and a gear icon to customize which sections show. See Date ranges and comparing periods, Filtering the dashboard, and Customizing your dashboard.

Overview

Five tiles for the period: Net profit, Net margin, Contribution margin, Revenue, and Orders. Click a tile to draw that number as a line chart below. If Compare is on, a dotted line shows the period you compared to.

Profit assistant

A chat box where you can ask about your numbers in plain language.

Performance

Two trend charts side by side: profit on your orders (before fixed costs, salaries, and marketing) and revenue, over the period.

Cost breakdown

Titled "Variable order costs" on the page. A ring showing the share of each main per-order cost (product, payment, shipping, returns, marketing, affiliate, and any that apply such as landed cost or chargebacks) plus a cost trend over time. It covers per-order costs only, so it does not include fixed costs, salaries, or tax.

Contribution margin (profit waterfall)

A waterfall that shows how your sales become profit one cost layer at a time, from net sales down to net profit.

Profit change

Titled "What moved your profit" on the page. It explains what drove net profit up or down versus an earlier period, with a bridge and a breakdown of which costs moved against you. It needs Compare turned on.

Loss-making orders

How many orders lost money, the total lost, the average loss, and the most common reasons. If nothing lost money in the period, it shows a positive note instead.

Insights

Three quick checks: orders that lost money, product lines priced below their cost, and your confidence mix (how many products have high, medium, or low cost-data quality).

Needs attention and Your reports at a glance

A band of the most pressing issues, and a set of tiles summarising your reports so you can jump straight to the detail.

Marketing ROI, SEO ROI, and Returns impact

Marketing ROI shows blended return on ad spend and a per-channel table. SEO ROI shows your organic profit against SEO spend. Returns impact breaks down what returns cost you. Each appears only once you have the relevant data (ads connected, SEO costs entered, or refunds in the period).

Vendor profit and Top and bottom performers

Vendor profit shows which vendors make up your profit. Top and bottom performers ranks your best and weakest products and vendors. Both need the Pro plan; on the free plan you see an upgrade card in their place.

Discount profit and Online Store vs POS

Discount profit compares discounted versus full-price selling. Online Store vs POS compares your online and point-of-sale channels (for stores that use both).

Report summaries

Compact versions of the main reports you can place on the dashboard: Inventory health, Free shipping, Basket profit (Pro), Stock value, Customer profit, Gift cards, Shipping and returns, Chargebacks, and Products not selling (Pro). Pro sections show an upgrade card on the free plan.

This month

A simple month rollup: order-level net profit, minus monthly marketing, fixed costs, and salaries, down to your net profit after all costs.