Choose a period
Use the period menu under the tabs. It offers Today, Yesterday, This week, Last week, This month, Last month, This year, Last year and the last 7, 14 or 30 days.
To pick your own dates, open Custom dates, set From and To, and press Apply. A range can be up to 367 days. A period that includes today is marked In progress.
The headline
The large figure is Estimated operating profit after ads. It is revenue after refunds, minus product costs, shipping, payment fees, other order costs, fixed overhead and ad spend. It is an estimate before income tax.
Below it you see profit Per order and your Break-even MER. If ad spend or costs are missing, an Incomplete chip says which, and a note links to the fix.
The chart next to it shows each day. Switch between Revenue, Profit and Orders. The dashed line is the previous period. Use the left and right arrow keys to step through the days.
The six key figures
| Card | What it means |
|---|---|
| Net revenue | Order totals excluding tax, including shipping you charged, after refunds. |
| Orders | Processing, completed and refunded orders, each counted once. |
| Average order | Sales before refunds, excluding tax, divided by orders. |
| Ad spend | The spend you imported from your ad accounts, feeds and CSV files. |
| Profit margin | Estimated profit as a share of net revenue. |
| MER | Net revenue divided by ad spend. It covers all your ads together, not one platform’s own figure. |
Comparisons
Each card compares with the previous period of the same length, right before yours. A ▲ or ▼ chip shows the change. Profit margin changes in points and MER in ×. Ad spend is shown in a neutral colour, because more spend isn’t good or bad by itself.
While a period is In progress, a percentage would mislead. The card shows the previous full period’s result instead, such as Yesterday, full day. If either period lacks orders, costs or ad spend, the card says Previous period unavailable.
From revenue to what you keep
This ledger starts with your sales. Each cost follows as its own bar: refunds, product costs, shipping, payment fees, other order costs, fixed overhead and advertising. The last line is You keep, or You lost if costs were higher than sales.
An asterisk means costs are missing. Order lines without a product cost are left out rather than counted as free. The note under the ledger gives the number. See Product costs to fill them.
Where you make it
This card lists your top 5 products by profit after allocated ads, with units sold and margin. Store overhead and ads not tied to a product stay at store level. Press All products › to open the Products tab.
The economics
This block shows what each order leaves behind:
- Profit per order and Ad spend per order.
- Break-even MER: the MER at which ad spend uses up all profit before ads. Above it, your ads pay for themselves.
- Refunds (excl. tax) and Items sold. Items sold count before refunded quantities.
Why profit changed
To see what moved your profit since the previous period, open Opportunities and choose Why profit changed. It splits the change into order volume, average order value, refunds, each cost type and advertising. The parts add up exactly to the total change. It shows arithmetic, not proof of cause.
Export a daily P&L
Press Export daily P&L (CSV) at the top of the Overview. You get one row per day in the period, plus a total. The columns are orders, net revenue, costs, ad spend and estimated profit. Days with missing costs are marked in the last column, not filled with zero.
How these numbers are calculated
Open How these numbers are calculated at the bottom of the page for the full method. It also lists anything left out. Keep these limits in mind:
- Refunds lower revenue on the day you refund them, not on the day of the order.
- Balanik reports in one currency per install. Orders in another currency are left out and counted in these notes.
- A missing ad import is not treated as zero spend.