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 NCPA and NC-ROAS on this page count all the store's new customers, including those who came without an ad. In the Ads Performance table, NC CPA and NC-ROAS count only the new customers attributed to your ads: NC CPA is therefore higher there and NC-ROAS lower.

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 & Roadmap (left menu, Resources section, /app/features).

Track the margin of each product and set its break-even

Prerequisites: a connected store (Shopify or API) and an owner or admin role.

1. Open /app/settings, "Ecommerce costs" section, "Product unit costs" table.
2. Check the unit cost of each variant. Shopify fills it automatically. A value you enter here always wins and a sync never overwrites it.
3. Read the "Unit margin" column (price minus cost, in € and %). A variant without a cost shows "cost missing" and is left out of every margin figure.
4. Optional: enter a "Break-even per purchase" for the product. It is the acquisition cost above which a sale loses money. Confirm with the check mark. It applies to every variant of the product. Empty the field to go back to the automatic value.
5. Open /app/store: the products table shows each product's margin over the period, its break-even and where it comes from. Expand a product to see its variants.

Expected result: a product's margin is computed over all its sales, not by averaging the percentages of its variants.

Margin and break-even: common issues

• Margin shows "estimate unavailable": no cost is known on the sales of the period. Fill in the variant's cost.
• Break-even at €0: the product sells at a loss, no acquisition cost is profitable.
• Break-even marked "business profile": the product margin is unknown, so the value from Settings > Business Profile applies.