April 2026 — MTD Dashboard

Total value of all DTC orders at full retail price (True Gross). Calculated using price list MSRP, not Shopify line item prices. Free items (BOGO/gifts) are excluded.

Sum of (units x price list retail price) for all non-free line items in DTC orders. Items with unit_price = $0 are excluded.

Actual collected revenue after all discounts are applied. This is the money that hits our bank account. Forecast comparison uses Net Revenue vs the 2026 Forecast.

Sum of total_price from all DTC orders (already net of discounts).

Count of completed DTC orders. Broken down into new customer orders, returning customer orders, and subscription orders.

Count of orders from calc_daily_shopify where is_wholesale = 0.

Average True Gross per order. Indicates how much value each order represents at full retail.

DTC Gross Sales / Total DTC Orders

Total product units shipped across all DTC orders.

Sum of line item quantities from all DTC orders.

Combined Meta (Facebook/Instagram) and Google Ads spend for the period.

Sum of daily spend from raw_meta_ads + raw_google_ads.

Marketing Efficiency Ratio. How many dollars of net revenue we generate per dollar of ad spend. Higher is better. Target varies by season.

Net Revenue / Total Ad Spend

New Customer MER. Revenue from first-time buyers divided by total ad spend. Our primary acquisition efficiency metric. Target is 2.25x.

New Customer Net Revenue / Total Ad Spend

Cost Per Acquisition. Average ad spend to acquire one order (any type). Lower is better.

Total Ad Spend / Total Orders

New Customer Cost Per Acquisition. How much we spend in ads to acquire each new customer. Key acquisition cost metric.

Total Ad Spend / New Customer Orders

All discounts applied to DTC orders: subscription discounts, automatic promos, discount codes, and manual adjustments. Does NOT include free item value.

Sum of dtc_discounts from calc_daily_shopify (subscription + automatic + code + manual).

Recurring subscription discount amount baked into line item pricing. Subscribers receive a fixed percentage off retail.

Sum of dtc_subscription_discounts from calc_daily_shopify.

Shopify automatic discounts (BOGO, buy-X-get-Y, automatic % off). Applied without a code at checkout.

Sum of dtc_automatic_discounts from calc_daily_shopify.

Manually entered coupon/promo codes at checkout. Includes influencer codes, email campaign codes, etc.

Sum of dtc_code_discounts from calc_daily_shopify.

Discounts manually applied by customer service (order edits, goodwill adjustments, price matches).

Sum of dtc_manual_discounts from calc_daily_shopify.

Products given away at $0 (BOGO deals, free gifts with purchase). Tracked separately from discounts because these represent full product cost.

Count and value of line items where unit_price = $0, excluding ignored SKUs.

Monthly Shopify subscription, transaction fees, and app charges billed through Shopify.

Sum of charges from Shopify billing CSV for the month.

Credit card charges excluding Meta and Google ad payments. Covers tools, services, and miscellaneous business expenses.

Sum of credit card transactions excluding FACEBOOK/META/GOOGLE merchants.

Actual carrier costs paid through ShipStation. This is what we pay to ship orders (DHL, USPS, FedEx), separate from what customers paid for shipping.

Sum of shipment_cost from raw_shipments (ShipStation API) for non-voided, non-return shipments.

Revenue from shipping charges collected from customers. The difference between this and actual shipping cost is our shipping margin (positive = we collect more than we pay).

Sum of total_shipping from Shopify orders (calc_daily_shopify).

Difference between what customers paid for shipping and our actual carrier costs. Positive = we collect more than we pay. Negative = we subsidize shipping.

Shipping Charged to Customers - Shipping Cost (Actual)