Reading the E-commerce page: store, profitability, products

Goal

Read the E-commerce page (/app/store): your store performance and its profitability over the period of your choice, with top products and recent orders.

Prerequisites

• A connected store (Shopify) or synced Stripe payments: the provenance logos next to the section titles show where the data comes from
• A workspace with the e-commerce layer enabled (otherwise the page shows "Page unavailable")
• For the Profitability section: your costs configured in /app/settings, Ecommerce costs section

Step 1: Pick the period

1. Open /app/store (the E-commerce entry in the sidebar)
2. At the top right, use the date range picker (last 30 days by default)
3. Each card shows a percentage change against the previous period of the same length: green arrow = improving, red = degrading (for Refunds and NCPA, a decrease is green)

Step 2: Read the Store cards

• Orders: number of paid orders over the period, with a day-by-day sparkline
• Net revenue: amount collected net of refunds, with a day-by-day sparkline
• Ordered (gross): amount ordered before refunds; the gap with Net revenue is the refunds of the period
• Average order value: net revenue divided by the number of orders
• New customers %: share of buyers placing their very first order across your whole imported history (identity matched by email or phone)
• Refunds: amount refunded over the period
• Units sold: number of items sold
• Taxes, Discounts and Shipping charged: the composition of your orders as your store transmits it (cards appear as soon as your orders carry the data)

Every card title carries a small info icon: hover it to read the exact definition of the metric.

Step 3: Read the Profitability cards

This section adds your ad spend on top of the store data. If your costs are not configured, it shows "Profitability not configured" with the Configure costs button: no profit number is ever invented.

• Net profit: net revenue minus product costs (COGS), payment fees, shipping and ad spend
• Net margin: net profit as a percentage of net revenue
• MER: store revenue divided by the total ad spend of your connected platforms
• NCPA: ad spend divided by the number of new customers
• NC-ROAS: revenue generated by new customers divided by ad spend

The COGS coverage badge shows the share of your revenue covered by a real per-product cost: below 100%, the rest is estimated through your global COGS margin.

Step 4: Top products and recent orders

• Top products: units sold, revenue, cost, margin and revenue share per product. The share is computed over the product revenue of the whole period, not just the displayed rows. A margin showing "estimate unavailable" means no cost is known for that product.
• Recent orders: date, customer, products, net amount. A "refunded" or "partially refunded" badge flags orders touched by a refund.

Expected result

You read at a glance the health of the store (volume, average order value, share of new customers) and its real profitability (profit after costs and advertising), with the trend versus the previous period.

Common problems

"Page unavailable"

Your workspace does not include the e-commerce layer. Ask an administrator to enable it or contact support.

The Profitability section shows no numbers

Your costs are not configured. Open /app/settings, Ecommerce costs section, or click Configure costs directly on the page.

Numbers differ from the Shopify admin

Metrikia shows revenue net of refunds and excludes test orders. Also check that the compared periods are identical. Missing a feature? Suggest it in Ideas and Roadmap from /app/settings.