Why Use Our Audit Calculator

Fill in the data fields below (should take 15min)

Get 52+ marketing metrics with benchmarks and action items to fix any issues

See profitability and how your brand is performing attribution/tracking issues aside

See an example results page HERE

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Video Walkthrough

Watch this video to see how the calculator works.

It will show you where to get the data from to fill in the calculator.

Again, book a call if you need help using this calculator

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Filling Out The Data

Fill in the white fields

The green fields will auto-generate

All you need is your Shopify and ad platform data to generate the audit

If you need help, just book a call and we can help fill this out with you

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Calculations & Results Page

The results page will give a benchmark and action steps to improve the metric

Fix channel overlap or over-reporting with this audit (see all in profit per customer)

See how all metrics are calculated and get definitions for each one.

Works with all tracking tools and their data. If you use multiple (e.g. Shopify, GA4 & Triple Whale) you can combine then average them out.

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eCommerce Audit Calculator
Analyze Your eCom Store
Get a 52-point Profitability Audit with benchmarks and step-by-step actions to grow your revenue and margins. This audit reveals what most store owners never see, your true acquisition cost, accurate profit per customer, repeat purchase rate, LTV, AOV, new customer CPA, and more. Normally, an expert marketer would spend days (and charge thousands) to create this. So stop guessing and use this to fix attribution issues, adjust costs, understand margins and make confident, data-driven decisions that scale your store profitably.
1
Time Period
(best to use 3, 6 and 12 month ranges or lifetime data)
Metric
Value
Notes
Website URL
Start Date
Suggest 3, 6 or 12 month periods
End Date
2
Order Metrics
Metric
Value
Notes
# of Orders
Total orders from site
# of Customers
Total customers from site
Ad Purchase Conversions/Orders
Total orders from ad platforms
Email/SMS Orders
Can get from Klaviyo, Google Analytics or Shopify
Organic Orders
Can get from Google Analytics or Shopify
Direct Orders
Can get from Google Analytics or Shopify
Other/Unattributed Orders
Orders such as - affiliates, referrals, Amazon upload, draft orders etc. If this number is negative you have channels overlapping orders
3
Store Metrics
Metric
Value
Notes
Gross Revenue
Total sales, nothing removed
Net Revenue
Refunds & discounts removed
Total Revenue
Shopify only metric which adds back shipping & tax collected on orders, can use gross sales if you are not using Shopify
New Customer Rev
As a % of total rev
Returning Customer Rev
As a % of total rev
Gross Profit
Gross Profit Margin (%)
Aim for 45-65%
Net Profit
Take home $$$
Net Profit Margin (%)
Aim for 8-21%
Total Expenses (COGS + operating cost)
COGS (%)
Average 30% of gross rev
COGS ($)
Manufacturing, materials, pick/pack, shipping etc.
COGS (per order)
Operating Cost (%)
Average 40% of gross rev
Operating Cost ($)
Wages, ads, software etc.
Operating Cost (per order)
Discounts Given Cost
Refund Cost
Shipping Cost Amount
Cost to ship. Not amount collected from customers
Ad CAC / CPA
Includes ad spend only
Total CAC / CPA
Includes all expenses
AOV
Conversions Rate
Website User Sessions
Revenue Per User Session
# Purchases by a Customer
Ideally 2-3 times
LTV
4
Total Ad Metrics
Metric
Value
Notes
Ad Spend
From all ad platforms combined
Ad Conversion Value
Clicks (link)
Total CPC
Total CTR
Total CPM
5
Meta Ad Metrics
Metric
Value
Notes
Meta Ad Spend
From the Meta ad platform only
Meta Reach
Meta Impressions
Clicks (link)
Video plays (impressions)
Views (3+ sec)
ThruPlays (completed video)
Saves
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