What do the Demand and Marketing levers in What if do?

They change how many orders you get, what each order is worth and how much you spend on ads. Find them in What if, in the Demand and Marketing groups. Every change counts only in the months picked under Period.

Orders vs last year starts at the pace already in your forecast, for example +12%. Change it to expect more or fewer orders than the same days last year. Revenue, product costs, shipping and fees all move with the orders. For a store with less than a year of orders, it compares with the last four weeks instead.

Average order value makes every order bigger or smaller, for example through bundles. Product costs and payment fees grow with it. Shipping grows by a quarter of the change, because fuller boxes weigh a little more. The tiles Orders a month and Revenue per order show where these drivers stand now.

All ad platforms changes the spend on every ad platform by a percentage, and ad spend from CSV imports too. Marketing spend you entered on the Overhead page stays as it is. Meta and Google each get a lever of their own on top, when they have spend in the forecast. TikTok takes a budget per month, for example €500. It comes on top of what TikTok already spends, in each month of the period.

More ad spend also brings more orders, as many as Each extra €1 brings says. For example, +20% on €10.000 of ads is €2.000 more. At €2,50 per extra euro, that brings €5.000 of extra net revenue. The result at the bottom of the panel shows what it all does to EBITDA. Prices, discounts and costs have levers of their own.