Read your numbers
Every page answers one question. If you know the question, you know where to go.
Start here each morning
| Page | The question it answers |
|---|---|
| Home | What needs my attention right now? |
| Analytics | Did the business make money, and where did it go? |
Home is the operator's briefing — what it found, ranked, with the reason. Analytics
is the full profit picture with the arithmetic shown.
The profit picture
Analytics puts the whole chain on one screen: total sales → net sales → profit
before COGS → net profit, alongside ad spend, delivery rate, returns cost, cash
collected and cash in transit.
Two things to read carefully:
- The calculations breakdown. Confirmed revenue minus product COGS minus the
rest, shown as arithmetic rather than a single figure you have to trust. - Month pace. Where the month lands if the current run rate holds — the number
that tells you whether to push or hold.
Sub-pages go deeper: Products (what actually sells at a margin), Customers,
Funnel, Creative, Costs, Ads, Shipping.
Where the cash actually is
Shipping is the page Egyptian stores live in, because it holds the two facts ads
can't tell you.
| Page | Answers |
|---|---|
| Shipping → Overview | Are orders arriving, and what's it costing me? |
| Shipping → COD analysis | How much cash is still with the courier? |
| Shipping → Returns | What's coming back, and why? |
| Shipping → Customers | Which buyers and districts return the most? |
| Shipping → Exceptions | Which shipments are stuck and need a human today? |
Read delivery rate and return rate together — a 76% delivery rate with a 24%
return rate is a different business from 76% with 10% cancellations. And remember
the settlement lag: cash lands 7–14 days after delivery, so a healthy week can still
look like an empty bank account.
Per-channel detail
| Page | Use it for |
|---|---|
| Shopify | Orders, products, customers, sessions, discounts |
| Meta, TikTok, Google | Spend, campaigns, creatives, assets per platform |
| Google Analytics | Traffic sources and on-site behaviour |
| Returns | Returns from the store's side and the courier's side, together |
The trap worth naming. Platform ROAS on these pages is the platform's own
number, and on COD it counts orders that may never be delivered. When a channel page
and Analytics disagree, Analytics is the one that accounts for returns.
Dashboards
Dashboards is yours to arrange — pin the tiles you check daily so your morning
question has one screen instead of five.
Two habits that prevent most confusion
- Compare periods in the product, not in your head. Every date range supports
a comparison, and the deltas are calculated against the matching prior window. - Prefer a completed day. Today is still moving and each platform closes its
day on its own timezone. Yesterday is the most stable thing you can report on.
Next
The numbers are the evidence. The decisions are the product:
The operator.
Updated about 2 months ago