What does each card on the Products tab mean, from CM1 to loss-makers?

The Products tab shows which products really make you money, after their costs. Open Insights and click Products. Every card covers the dates you pick at the top of the page.

A switch on the left picks the profit level: CM1, CM2, CM3 or EBITDA. Every card follows it. CM1 is what you keep from a sale after paying for the product itself. CM2 also takes off shipping, packing and payment fees. CM3 also takes off marketing. EBITDA also takes off your running costs, like rent and software. Your choice stays in the page address, so a shared link opens on the same level.

Below CM1, a product carries a share of costs that belong to whole orders. Each cost is split by what causes it. A parcel's label is split by weight, or by size where your rate card prices by size. So a heavy coat pays more of it than the socks beside it. Packing goes by units, packaging by size and payment fees by the amount charged. Marketing and overhead are shared by each product's part of net revenue. That is sharing, not a guess at which ad sold what. All products together add up to your P&L.

An example. You sell a hoodie for €100,00 without VAT, and it cost you €40,00. Its CM1 is €60,00, which is 60,0%. Its share of shipping, packing and fees is €12,00, so CM2 is €48,00. Its share of marketing is €18,00, so CM3 is €30,00. Its share of overhead is €10,00, so EBITDA is €20,00.

Four figures sit at the top, and they follow the switch. The first is the level itself, like CM1, with the net revenue it came from. Next is its margin, like CM1 %: the profit as a share of net revenue. Profit concentration is the share earned by your top 3 products: 62,0% means three products earn 62,0% of the profit. Products losing money counts the products below zero, with their loss added up. A product without a unit cost is not counted, since its profit is not real yet. The badges compare with the same number of days just before, and hide on a range of about a year.

Product profitability is the big table. Each row is a product: click it to see its variants, like size M, each with its SKU. It opens with Units (refunded units under them), Net Revenue, Discount %, Return rate, COGS and the level you picked. COGS is what the units cost you. Return rate is units refunded divided by units sold, red above 15%. Hover Discount % to split it into Price reductions and Discount codes. Then come the margin (like CM1 %), the profit per unit kept (CM1 / unit) and its part of all profit (Share of CM1).

The table sorts by the level you picked, highest first. Click any header to sort by it instead. Hover a CM2, CM3 or EBITDA figure to see the steps from net revenue down to it. A yellow triangle means a variant has no unit cost, so its profit reads too high. The triangle opens the Products page under Costs, where unit costs live.

The Columns button adds more. Orders counts the orders that held the product. Shipping paid is its share of the shipping customers paid, without VAT, and it is part of its net revenue, as on your P&L. Avg. price is what a customer paid per unit, with VAT, after discounts. Refunded is what you paid back for it, with VAT. You can also add each cost, the other levels, In stock and Days of stock. Days of stock says how long today's stock lasts at the pace it sold. If it sold 60 units in 30 days and 120 are in stock, they last 60 days.

Three more columns help with ads. Breakeven CAC is the most one order with this product may cost in ads before it loses money: its CM2 per order. With a Breakeven CAC of €24,00, an order that costs you more than €24,00 in ads loses money. Breakeven ROAS is the lowest ROAS your ad platform may report before the ads lose money. ROAS is the revenue a platform credits to your ads, divided by what you spent. nouz takes the purchase value, with VAT and shipping, and divides it by CM2. An order of €120,00 that leaves €40,00 of CM2 needs a ROAS of 3,00. If your ad platform reports less, those ads lose money. Breakeven ROAS excl. VAT does the same without VAT, for ad accounts that report values without it.

CM1 concentration is a ring of your top 4 products plus Other products. Its name follows the switch. A product that lost money is never a slice. It is counted under the ring as Loss-makers, like 2 · −€120,00, or None. Beside it sit the level's margin and Units w/o cost: units sold without a unit cost, whose profit reads too high.

Profit mix over time stacks each day, week or month by product: your top 4 and Other products, one colour each. A block below zero is a product that lost money then. The dashed line is your store's own margin at that level.

Revenue vs profit lists your 6 biggest products by net revenue, among those with a unit cost. The blue bar is a product's share of revenue and the green bar its share of profit. A profit lags tag means its profit share is under two thirds of its revenue share. Say a product brings 30,0% of revenue but only 15,0% of CM1. Such a product pulls your margin down.

CM1 movers shows which products earned more (Gaining) and which earned less (Fading) than in the period before. Each row shows the change in euros, the change in units and today's margin. Gained, Faded and Net CM1 swing add it all up. On a range of about a year this card is hidden. A product missing a unit cost is left out of it.