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Your own store Orders · Traffic · Marketing

For the store /
you run yourself.

Did sales move because more people came, because more of them bought, or because they bought more — and does the money spent to bring them in come back?

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The customer
The traffic
The price
Why did sales move?

A good month from one discount looks different from a good month of new visitors.

A bridge splits the change in sales into orders, basket size, price per unit and conversion.

Harbor Lane store · October vs September Demo data
$86.4k
+7.8
−1.2
+0.6
−1.5
$92.1k
SepOrdersBasketPriceConversionOct
Axis starts at $80k
More visitors ordered, but each bought a little less and fewer converted — the growth came from traffic, not from the site.

Six questions / one view each.

  1. Are we ahead of last year?Year-to-date net sales by month and week, against last year and against plan.
  2. Why did sales move?The bridge: orders, basket size, price per unit and conversion.
  3. Which traffic actually buys?Conversion by channel, shown only where there are enough visits to mean something.
  4. What is a new customer worth?Customers grouped by first-order month, and how long each group takes to pay back what it cost to win.
  5. What does a marketing dollar bring back?Revenue after product cost against spend on ads, email and agencies, month by month.
  6. Which products carry the store?Top products and groups, each product's stage, and how much revenue rests on the top few.
Are we ahead of last year?

This year /
against last.

Year-to-date net sales by month and by week, set against the same stretch last year and against your plan where you have one.

Aheador behind, at a glance
Weeklynot only monthly
On planwherever you have one
Net sales · year to dateThis yearLast yearPlan
JanAprJulOctDec
By month By week Ahead of last year
Conversion by channel · purchases ÷ sessionsEnough visits only
Email Converts best
Organic search Steady
Paid search Watch cost
Social Browses, rarely buys
Affiliates Too few visits
Plus the landing pages each channel arrives onSmall samples held back
Which traffic actually buys?

Traffic /
that buys.

Website conversion by channel, purchases divided by sessions, shown only for channels with enough visits to mean something. Next to it, the landing pages people arrive on.

Honestsmall samples held back
Clearwhat each channel is worth
Groundedthe pages people land on
What is a new customer worth?

Customers /
that pay back.

Customers grouped by the month of their first order, with what each group has spent to date, so you can see how long a customer takes to pay back what it cost to win them.

Paybackhow long a customer takes
By cohortmonth of first order
Realfrom your own order record
Spend per customer · by month of first orderJanuaryMarchMayJuly
First orderMonth 2Month 4Month 6
Where a line crosses the cost to win them, that group has paid back.
Marketing return · month by monthRevenue after product costAds, email, agenciesSame month last year
NovFebMayAugOct
What does a marketing dollar bring back?

Every dollar /
accounted for.

Store revenue after product cost against money spent on ads, email and agencies, month by month and against the same month last year.

Returnafter product cost
Completeads, email and agencies
Comparedwith last year’s month
Which products carry the store?

The few /
that carry the store.

Top products and product groups, each product’s stage from launch through growth and maturity to decline, and how much of revenue depends on the top few.

Concentrationwhat rests on the top few
Stagelaunch to decline
Groupsyour own product groups
Products · share of store revenueTop few highlighted
Cold Brew Kit Maturity
Pour-Over Set Growth
Travel Mug Launch
Filter Papers Maturity
Gift Box Decline
Most of the store rests on the top two products.
October revenue · store vs channel claims Demo data
Store orders$92.1k
What the channels claim$101.8k
Search ads $38.4k Email $31.0k Social $19.8k SMS $12.6k
Added up, the channels claim 10.5% more than the store sold. The store figure stays the revenue; each claim sits beside it.
One order record, many claims

Your store's orders are the revenue. Everything else is a claim.

When email starts claiming a larger share of a flat month, you see it.

Search adsSpend by campaign type, the campaigns that take most of the budget, and search terms worth excluding — your brand terms left out of that list.
Email and SMSCampaigns and automated flows kept apart, flows ranked by revenue, and email's share of the store total over twelve months.
Site trafficVisits and conversion by channel, the pages people land on, and where blog readers come from and go next.
Email and SMS · flows ranked by revenueFlowsCampaigns
Welcome series Flow
Abandoned cart Flow
Post-purchase Flow
October newsletter Campaign
Win-back Flow
Email's share of store revenue · 12 monthsRising in a flat month
Email and SMS

Flows /
that earn their keep.

Campaigns and automated flows kept apart, flows ranked by revenue, and email’s share of the store total over twelve months — so a channel claiming more of a flat month stands out.

Separatecampaigns and flows
Rankedflows by revenue
Watchedemail’s share over time

A dip at the end of a sale reads as the end of a sale.

Sales, launches and promotions you enter appear as bands on every revenue chart. Email sends and new campaigns are marked automatically, and a short list of what changed sits at the top.

Read it the way you read

Your view /
of the same numbers.

Most tables switch to ranked bars, trends, mix over time, growth contribution or revenue concentration without changing the data. Each section exports to Excel or CSV, and text size scales for the meeting-room screen.

Flexibleone table, many shapes
Portableevery section exports
Readablesized for the room
Same data · four ways to read itExcelCSVA A A
RankedTrendMixConcentration
Cold Brew Kit
Pour-Over Set
Travel Mug
Filter Papers
Gift Box

Agreed before the first number

Settled with you in the first week and written down where your team can see them.

  1. What counts as net sales — discounts, refunds and shipping
  2. Product cost per item, so revenue reads after cost
  3. Product groups and launch dates
  4. Your fiscal year, plus rolling 7-, 30- and 90-day periods
  5. Your brand terms, kept out of search-term exclusions
  6. Which stores and brands are shown, each in its own currency
The store comes first. Channels follow one at a time.

Read access to your store platform, web analytics, search ads and email and SMS tool, plus product costs and one person who owns the numbers. The first build is checked against your own order reports.

Marketplace sales stay in Commerce and Amazon ads in the Advertising Suite — side by side, never blended.

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Side by side / never blended.

The suites run alone or together. Together, each keeps its own figures: store and marketplace revenue sit next to each other, not in one total.

Marketplace Trim Tab CommerceMarketplace sales, stock and operations. Amazon Ads Advertising SuiteAmazon advertising spend and what it returns. Own store · you are here D2C SuiteYour own store: its visitors, customers and marketing.
Take it with you

The D2C Suite /
in one PDF.

The six questions, how channel claims are handled and the definitions we agree first, on four pages.

Download PDFTrim Tab blue, best on screen Download print versionBlack and white, uses less ink when printed Opens the Trim Tab PDF page in a new tab, where the file saves to your device.