> For the complete documentation index, see [llms.txt](https://docs.bloomanalytics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.bloomanalytics.io/dashboard/overview-dashboard.md).

# Overview - Dashboard

The Bloom Overview dashboard shows how your Shopify revenue flows through costs and margins to net profit, across marketing, customers, and products.

### What is the Overview Dashboard?

The Overview dashboard gives you a high-level snapshot of your store's financial performance, designed to help you quickly understand how revenue flows through costs and margins to arrive at profit. It brings together key metrics across revenue, costs, marketing, customers, and products, so you can identify trends, inefficiencies, and growth opportunities at a glance. Rather than defining individual metrics in isolation, the Overview emphasizes the relationships between them and how a change in one area affects overall profitability.

### How it works

The Overview is organized into five sections, each covering one stage of how revenue becomes profit. They are designed to be read together, so a change in one area (like marketing spend) can be traced through to its effect on margins and net profit.

* [**Revenue to Profit**](#revenue-to-profit-revenue-to-profit-summary-cards)\
  A step-by-step view of how Total Revenue is reduced by product costs, fulfillment costs, marketing spend, and operating expenses to arrive at Net Profit. It highlights where money is being spent and how each cost component affects profitability.
* [**Margin Overview**](#margin-overview-margin-summary-cards) **(CM1, CM2, CM3)**\
  A consolidated view of your profitability at each stage of the revenue lifecycle. It focuses on Gross profit , Profit after fulfillment , Profit after ad spend and their percentages, answering how much profit remains after each major cost layer and where it is being consumed.
* [**Marketing Metrics / Marketing Performance Trend**](#marketing-performance-summary-cards)\
  A view of how efficiently your marketing spend drives revenue and customer growth. It focuses on return-based metrics (MER, MPR), customer acquisition efficiency (CAC), and new customer contribution, answering whether your marketing is profitable and scalable.
* [**Customer and Revenue Metrics**](#customer-and-revenue-summary-cards)\
  A snapshot of how revenue is distributed across new and repeat customers, with order-level and discount insights. It helps you understand who is driving your revenue and whether growth is coming from acquisition or retention.
* [**Product Overview**](#product-metrics)\
  A high-level view of product performance, letting you quickly identify top-performing products from a revenue and profitability perspective.

### Data available

#### Revenue to Profit (Revenue to Profit Summary Cards)

Key financial totals for the selected date range, starting from Total Revenue and progressively subtracting costs to reach Net Profit. Each card shows the total for the period and the percentage change versus the previous period.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FDaFOxz8NGoDTNjjAgO23%2Fimage.png?alt=media&amp;token=cc29a213-34d6-4722-b0f0-f3eb621feaba" alt=""><figcaption></figcaption></figure>

| **Card**                                             | **Description**                                                                                                                |
| ---------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------ |
| Total Revenue                                        | The total sales value. Matches Shopify's Total Sales metric.                                                                   |
| Cost of Goods Sold                                   | Product cost deducted from Total Revenue.                                                                                      |
| Cost to Fulfill Orders                               | Order fulfillment cost deducted from Total Revenue                                                                             |
| Marketing Costs                                      | Marketing and advertising spend deducted from Total Revenue                                                                    |
| Operating Expenses                                   | Operating expenses deducted to reach Net Profit.                                                                               |
| Net Profit                                           | Profit remaining after all cost layers are deducted.                                                                           |
| <p>Profit after fulfillment (CM2)</p><p><br><br></p> | Profit remaining after deducting product and fulfillment costs, showing profitability before marketing and operating expenses. |

#### Revenue to Profit % Chart

Visualizes how revenue is distributed across cost categories as a percentage of Total Revenue, making it easier to compare periods, spot categories growing disproportionately, and see how cost changes affect Net Profit Margin.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FJuQcBmrnfiW1rR8q6WS4%2Fimage.png?alt=media&amp;token=371bd70b-362d-4d12-9b7b-f6c313eed19b" alt=""><figcaption></figcaption></figure>

| **The chart shows**  | **What it represents**                                                |
| -------------------- | --------------------------------------------------------------------- |
| Product costs        | Share of Total Revenue spent on product costs.                        |
| Fulfillment costs    | Share of Total Revenue spent on fulfilling orders.                    |
| Customer acquisition | Share of Total Revenue spent on acquiring customers.                  |
| Operating expenses   | Share of Total Revenue spent on operating expenses.                   |
| Net Profit           | Final profit the store earns after subtracting all operating expenses |

**Watch the video below** to learn how to analyze this section in detail and interpret each metric effectively.

{% embed url="<https://www.tella.tv/video/understanding-your-profit-conversion-apa3>" fullWidth="false" %}

#### Margin Overview (**Margin summary cards)**

Summary cards for all three contribution margins with their percentage values for the selected date range.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FAolIHsrmrI4G7afSnj3U%2Fimage.png?alt=media&amp;token=ddcb77d9-1e06-43d1-9db5-1eaf363a792e" alt=""><figcaption></figcaption></figure>

| **Margin**                     | **Description**                                                                         |
| ------------------------------ | --------------------------------------------------------------------------------------- |
| CM1 (Gross Profit)             | Profit remaining after deducting product costs (COGS) from Total Revenue.               |
| Profit after fulfillment (CM2) | Profit remaining after deducting product costs and order fulfillment costs.             |
| Profit after fulfillment (CM2) | Profit remaining after deducting product costs, fulfillment costs, and marketing spend. |
| Profit after AD spend (CM3)    | Profit remaining after accounting for product, fulfilment, and marketing expenditures.  |

Each margin is also shown as a percentage of Total Revenue, making it easy to assess margin efficiency regardless of revenue scale.

#### Margin Overview (**Profit Margins trend )**

Visualizes both absolute values and percentage trends for CM1, CM2, and CM3 over time. The gap between the three margins shows where profit is being consumed.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2Fzir2qxOQ9lpQo3ibQN8w%2FScreenshot%202025-12-16%20151951.png?alt=media&amp;token=b5a7c924-0d97-49ca-b720-37b2f1cc18e4" alt=""><figcaption></figcaption></figure>

| **Series**           | **What it shows**              |
| -------------------- | ------------------------------ |
| CM1, CM2, CM3 values | Absolute margin values (bars). |
| CM1%, CM2%, CM3%     | Margin percentages (lines).    |

Hover over any point to view the exact margin values and their corresponding percentages.

**Watch the video below** to learn how to analyze this section in detail and interpret each metric effectively.

{% embed url="<https://www.tella.tv/video/understanding-contribution-margins-hxzm>" %}

#### Marketing Performance (Summary cards)

Key marketing efficiency metrics for the selected date range. Each card shows the value for the period and the percentage change versus the previous period.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FmPM7q8KSNB4T5po1nMxD%2Fimage.png?alt=media&amp;token=c138139c-d599-4771-90ab-305fa0ba2957" alt=""><figcaption></figcaption></figure>

| **Metric**                              | **Description**                                                    |
| --------------------------------------- | ------------------------------------------------------------------ |
| MER (Marketing Efficiency Ratio / ROAS) | How much revenue is generated for every unit of marketing spend.   |
| aMER (New Customer ROAS)                | Marketing efficiency considering only revenue from new customers.  |
| MPR (Marketing Profit Ratio / POAS)     | How much profit is generated for every unit of marketing spend.    |
| aMPR (New Customer POAS)                | Profit efficiency from new customer acquisition.                   |
| CAC (Customer Acquisition Cost)         | The average cost to acquire a new customer.                        |
| New Customers                           | Total number of new customers acquired in the period.              |
| New Customers %                         | Percentage of total new customers, highlighting acquisition focus. |
| BEROAS (Breakeven ROAS)                 | The minimum ROAS required to avoid losses on marketing spend.      |

#### **Marketing Performance (Trend chart)**

Visualizes how marketing efficiency and acquisition costs change over time.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FYToW6UpboFcj2AibWU15%2Fimage.png?alt=media&amp;token=ec8c1998-8429-4204-9efc-37b5b5847bea" alt=""><figcaption></figcaption></figure>

| **Series**   | **What it shows**                 |
| ------------ | --------------------------------- |
| MER and aMER | Efficiency ratios (lines).        |
| MPR and aMPR | Profit ratios (lines).            |
| CAC          | Customer acquisition cost (bars). |

Hover over any point to view exact values for each metric and the corresponding CAC for that period.

short walkthrough **video** is available to explain how Bloom calculates **marketing performance** metrics and how to interpret them effectively.

{% embed url="<https://www.tella.tv/video/marketing-performance-metrics-explained-6cho>" %}

#### Customer and Revenue summary cards

A snapshot of how revenue is distributed between new and repeat customers, with order and discount indicators for the selected date range. At a glance you can see overall order volume and acquisition, revenue from new versus repeat customers, AOV differences between new and returning buyers, and the impact of discounts and returns on revenue quality. Each card shows the total for the period and the percentage change versus the previous period.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FNRriFdaW9tfgy6fCF4eJ%2Fimage.png?alt=media&amp;token=c802adf9-e574-4709-b1a8-ae8fded74536" alt=""><figcaption></figcaption></figure>

#### Customer Type Trend Chart

Visualizes how revenue and order contribution split between new and repeat customers over time.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2F2WRpJsAQ6dN1N6FmtgFy%2FScreenshot%202025-12-17%20163549.png?alt=media&amp;token=6bcae79b-9317-4cbd-ac8c-bd8120fc76ee" alt=""><figcaption></figcaption></figure>

| **Series**                           | **What it shows**                 |
| ------------------------------------ | --------------------------------- |
| New Customers and Repeat Customers   | Customer counts (bars).           |
| New Customer % and Repeat Customer % | Contribution percentages (lines). |

Hover over any point to view the number of new and repeat customers and their contribution percentages.

#### Product Metrics

Highlights your best-performing products for the selected date range. It shows a visual breakdown of total units sold plus a list of the top 5 selling products.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FDKw4qZNwiu8DyBXGrYa0%2FProduct%20metrics.png?alt=media&amp;token=3a0e30eb-53ab-45b9-843f-06a7b0210d3d" alt=""><figcaption></figcaption></figure>

<table data-header-hidden><thead><tr><th width="374"></th><th></th></tr></thead><tbody><tr><td>Data shown</td><td>Description</td></tr><tr><td>Units sold per product</td><td>Number of units sold for each top product.</td></tr><tr><td>Total sales per product</td><td>Total sales generated by each top product.</td></tr></tbody></table>

Overall, this view provides a fast snapshot of product-level performance without overwhelming detail.

### How to use it

* Go to Bloom > Dashboard and toggle to Overview.
* Set the required date range and click Apply.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2F73k3LMd8Xo5raHuvdkcO%2Fimage.png?alt=media&amp;token=7fbb9694-ad93-4089-a404-451065dd0cc5" alt=""><figcaption></figcaption></figure>

* View the data across each section. You can change the date range at any time to compare periods.