Total net sales
–
Awaiting reconciled source exports and approval.
One business view of revenue, customers, and marketing efficiency.
Shopify business results and Meta and Google advertising costs, refreshed manually and reconciled before approval.
No approved snapshot is available. Values remain unavailable until complete source exports reconcile and are approved.
The scoreboard
Business performance
Online Store net sales
–
Awaiting reconciled source exports and approval.
New customers
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Awaiting reconciled source exports and approval.
Returning customers
–
Awaiting reconciled source exports and approval.
Total Business MER
–
Awaiting reconciled source exports and approval.
Online Store MER
–
Awaiting reconciled source exports and approval.
Two distinct efficiency measures
Total Business MER divides all Shopify net sales by total paid-media spend. Online Store MER uses only Online Store net sales with the same spend denominator.
MER is an efficiency measure, not causal attribution. Returning customers, wholesale, organic demand, seasonality and promotions can all influence the result.
COGS, contribution margin and break-even MER are unavailable. Approved finance inputs and a separate agreed calculation are required before those measures can be published.
Monthly trend
Compare approved periods
– Historical comparisons are unavailable until multiple comparable reporting periods have been reconciled and approved. This edition reports the period shown above.
Channel mix
Where revenue comes from
| Channel | Net sales share |
|---|---|
| Channel mix | – Awaiting approved source exports. |
Refunds are recorded on their event date. Net sales exclude shipping, tax and test orders. Negative net sales can produce negative shares.
Investment and acquisition
Spend and cost per new customer
Meta spend
–
Awaiting reconciled source exports and approval.
Google spend
–
Awaiting reconciled source exports and approval.
Total media spend
–
Awaiting reconciled source exports and approval.
Media-only acquisition cost
–
Awaiting reconciled source exports and approval.
Blended acquisition cost including fees
–
Awaiting reconciled source exports and approval.
Paying customers only: test, cancelled and zero-value orders are excluded. Guest customers require a stable identity and first eligible paid-order history; missing history blocks publication. Acquisition cost is blended across all new customers, including those who arrived organically.
Reporting cadence
A controlled manual refresh
Each weekly or monthly edition uses matching complete local days across Shopify and both advertising accounts. Missing days, unresolved differences or unapproved inputs cannot replace the last approved edition.
Measurement contract
Sources and definitions
| Metric | Named source | Calculation |
|---|---|---|
| Total net sales | Shopify | sum(gross - discounts - returns) |
| Online Store net sales | Shopify | sum(net sales where channel = Online Store) |
| New customers | Shopify | unique customers whose first eligible paid order falls in period |
| Returning customers | Shopify | unique customers whose first eligible paid order precedes period |
| Sales-channel mix | Shopify | channel net sales / total net sales * 100 |
| Meta spend | Meta Ads | sum(daily amount spent) |
| Google spend | Google Ads | sum(daily cost) |
| Total media spend | Meta Ads + Google Ads | meta_spend + google_spend |
| Total Business MER | Shopify + Meta Ads + Google Ads | total_net_sales / total_media_spend |
| Online Store MER | Shopify + Meta Ads + Google Ads | online_store_net_sales / total_media_spend |
| Blended acquisition cost including fees | Shopify + Meta Ads + Google Ads + Finance | (total_media_spend + approved acquisition fees) / new_customers |
| Media-only acquisition cost | Shopify + Meta Ads + Google Ads | total_media_spend / new_customers |
Snapshot reference: unavailable. Verification means manual export reconciliation and explicit approval, not a live connection.