Profit Table - User Guide
Overview
The Profit Table in Bloom Analytics provides a complete breakdown of your store’s revenue, costs, marketing spend, contribution margins, and final profitability over any selected period.
It helps merchants understand where money is made or lost by breaking down each major cost and revenue component in a clear, structured format.You can filter results by date range and group them by day, week, or month, allowing both high-level trend analysis and granular performance review.
How to Interpret the Profit Table?
Each column represents a time period (based on the selected grouping), ending with a Total column that sums the entire date range.
Each row represents a key metric. Some rows are expandable and contain relevant sub-metrics.
Negative values (e.g., markdowns, refunds, discounts) appear with a minus sign.
All values are displayed in the currency of your Bloom account.
Metrics Overview
The Profit Table is divided into tiers of metrics:
Revenue Metrics
Removed Taxes
Cost Metrics
Meta Ads
Google Ads
Tiktok Ads
Snapchat Ads
Pinterest Ads
Non-Ad Marketing Cost
Contribution Margins
Marketing Metrics
Net Profit
Metrics Breakdown
Gross Merchandise Value (GMV)
GMV is the total value of products based on the compare-at-price (original price). This is usually higher than the sale price.
GMV = Σ (Compare-at Price × Quantity Ordered)Price Cut (Mark Down)
Markdown is the price difference between the compare-at-price and the actual sale price. This is the total value of the price cut applied to products compared to their original prices
Markdown = Σ ((Compare-at Price – Variant Price) × Quantity Ordered
Price Cut %
Price Cut value (Markdown) as a percentage of Gross Merchandise Volume (GMV).
Price Cut % = (Price Cut ÷ GMV) × 100Removed Taxes
If product prices in Shopify are tax-inclusive, Bloom removes the tax portion to ensure correct revenue and markdown calculations.
This ensures Gross Revenue reflects net product value and keeps calculations consistent across markets with tax-inclusive pricing.
Gross Revenue
Gross Revenue represents the total value of product sales after applying markdowns but before deducting discounts and refunds.
It reflects the real selling value of all products during the selected period.
Gross Revenue = GMV + Price Cut (Markdown)Note: Markdowns are in negative
Gross Orders
Total number of orders placed within the selected date range
Gross AOV
Gross AOV explains how much each customer spends, on average, per purchase. It’s calculated by dividing Gross revenue by orders received.
Gross AOV = Gross Revenue ÷ Gross OrdersNet Orders
Net orders represent the true order volume. This metric is calculated by taking the total orders received and subtracting any orders that were fully refunded. This measures pre-discount customer spending behavior and indicates the average selling value per order before deductions.
Net Orders = Gross Orders – Refunded OrdersNet AOV
The average amount earned per successful order after accounting for refunds and discounts. It’s calculated by dividing Net revenue by Net orders. This provides a more accurate view of the actual money earned per order.
Net AOV = Net Revenue ÷ Net OrdersNew Customer %
The percentage of orders from customers ordering for the first time. This indicates how effectively the store attracts new customers and helps analyze customer acquisition performance.
% New Customer Orders = (New Customer Orders ÷ Gross Orders) × 100Discounts
Discounts represent the total monetary value of all reductions applied to orders at checkout. This includes both line-item discounts (e.g., product-level discounts) and order-level discounts (e.g., cart-level codes or automatic discounts).
Discounts reduce Gross Revenue to arrive at Net Revenue.
Note: Discounts are displayed as negative values.
Discounted Orders %
The percentage of total orders that had at least one discount applied during checkout. This indicates how heavily your sales rely on discounting.
A high percentage suggests strong dependency on promotions or discount-led purchasing behavior.
Discounted Orders % = (Number of Orders with Discounts ÷ Gross Orders) × 100Discount Value %
The percentage of potential revenue lost due to discounts.
This measures how much revenue was reduced compared to what customers would have paid without discounts. Shows the overall financial impact of discounting on revenue. A higher percentage means a larger portion of sales value was given away through promotions.
Discount Value % = (Discounts ÷ Gross Revenue) × 100Returns & Refunds
Returns & Refunds represent the total value of refunded items and returned items issued within the selected period.
Bloom follows Shopify’s refund logic and offers two reporting modes: 1. Shopify-Style Refund Reporting (Default)
Bloom displays refunds based on the date the refund was issued, exactly like Shopify. This matches how Shopify Analytics and Shopify Finance Reports present refunds.
2. Bloom’s “Original Order Date” Refund Mode (Optional)
Bloom provides a recommended alternative setting where refunds are attributed to the month the original order was placed rather than the refund date.
Return Value % of Gross Revenue
The percentage of Gross Revenue that was returned or refunded. It shows the financial impact of returns on overall revenue.
A high percentage may indicate issues with product quality, fulfillment delays, or mismatched customer expectations.
Return Value % = (Refund Value ÷ Gross Revenue) × 100% of Orders Returned
The percentage of total orders that resulted in a return or refund.
% of Orders Returned = (Number of Returned Orders ÷ Gross Orders) × 100Shipping Revenue
The total revenue collected from customers as Shipping or Delivery charges. It is the sum of all shipping amounts customers paid at checkout
% of Gross Revenue from Shipping
The percentage of your Gross Revenue that comes specifically from Shipping/Delivery charges collected from customers.
% of Gross Revenue from Shipping = (Shipping Revenue / Gross Revenue) × 100Net Revenue
Net Revenue represents the actual earnings from product sales after adjusting for discounts, refunds, and adding the shipping charges you collected.
Unlike Shopify’s Net Sales, Bloom’s Net Revenue includes Shipping Revenue, because shipping charges are part of the money that truly belongs to the merchant. Taxes are excluded because they are collected on behalf of the government, not retained by the merchant.
Net Revenue = Gross Revenue − Discounts − Refunds + Shipping RevenueTaxes
The total amount of tax collected on customer orders, such as Sales Tax, GST, VAT, Municipal Tax, or County Tax, depending on the region
These taxes are not revenue for the merchant; they are funds collected at checkout and later paid to the respective government authority.
% of Gross Revenue in Taxes
This metric shows what portion of your sales (Gross Revenue) is collected as taxes.
It helps understand the tax burden on your sales and how much of the order value represents funds that must be remitted to the government.
% of Gross Revenue in Taxes = (Taxes / Gross Revenue) × 100Duties and Tips
The total amount collected in the form of import duties, customs fees, or tips (if tipping is enabled).
These amounts are also not part of the product revenue but represent additional charges collected on the merchant’s behalf or for staff (in the case of tips).
Total Revenue
Total Revenue represents the complete amount collected from customers—including the actual revenue you keep (Net Revenue) as well as taxes, duties, and tips collected at checkout. It provides a full view of the money paid by customers before separating merchant revenue from pass-through amounts. This matches Shopify’s Total Sales figure.
Bloom’s Total Revenue = Net Revenue + Taxes + Duties & TipsCOGS (Cost of Goods Sold)
The Cost of Goods Sold (COGS) represents the total direct cost of producing the products that were sold during a specific period. This includes only the costs directly tied to making or acquiring the products, and excludes indirect expenses like marketing or salaries.
Product cost
Bloom automatically pulls the product cost from Shopify if it has been entered in Shopify’s product settings. If Shopify does not contain product cost information, you can upload or update these values in bulk using the Cost Settings page within Bloom. Ensuring accurate product cost values is crucial, as they directly affect your margin calculations and profitability metrics.
Other COGS
These are additional direct costs associated with selling products that are not included in the product cost itself.
These costs are still necessary to bring the product to your customer, and therefore form part of the overall COGS, helping you get a more complete and accurate picture of your true product-level expenses. You can upload these to the Cost Settings page.
Gross Profit (CM1)
Gross Profit represents the amount your business earns after covering the direct cost of the products sold. It reflects how efficiently your products are priced and sourced. A higher CM1 indicates better control over product sourcing costs and stronger product-level profitability.
Gross Profit (CM1) = Net Revenue – Product Cost
Gross Margin (CM1) %
Gross Margin shows what percentage of each revenue dollar is retained as profit after subtracting the product cost. This metric helps you understand your pricing strength and how much room you have to cover marketing, operations, and other expenses.
A Gross Margin of around 75% or higher is generally considered strong, indicating that the products are priced well relative to their cost and that your core unit economics are healthy.
Gross Margin (CM1%) = Gross Profit / Net RevenueOrder Fulfillment Costs
The total expenses required to process, package, ship, and deliver customer orders. These costs cover every operational step involved in fulfilling an order—from preparing the product to handling returns and processing payments.
Shipping Cost
Bloom can automatically retrieve your actual shipping costs from Shopify Shipping, and it also supports integrations with your preferred external shipping partners.
In addition, Bloom’s Shipping Settings let you define custom rules based on factors like product type, destination country, shipping method, or fulfillment center, ensuring accurate and granular tracking of shipping expenses.
Handling Cost
The cost associated with preparing items for shipment. This includes picking, packing, and packaging materials and general operational handling.
You can enter estimated handling costs for each product or order type within Cost Settings, allowing Bloom to apply the correct cost automatically.
Return Handling Cost
The expenses involved when customers return products. This includes receiving the item, inspecting it, repackaging, restocking, or disposing of it.
You can add estimated return-handling costs in Cost Settings, ensuring these operational expenses are properly reflected in profitability calculations.
Tariff Cost
Any import or export duties paid on goods that cross borders. These costs vary by country and product classification.
Bloom allows you to enter estimated tariff rates in Cost Settings so they are consistently applied across your international orders.
Amazon Fees
All fees charged by Amazon for orders fulfilled through their marketplace. This includes referral fees, fulfillment fees (FBA),
storage charges, and any other Amazon-imposed costs related to processing and delivering orders.
Payment Processing Fees
For Shopify Payments, Bloom automatically retrieves transaction fees directly.
To ensure full accuracy, you can also manually add other payment gateways (such as PayPal, Stripe, or regional processors) and define their estimated transaction fees.
This makes sure all payment-related expenses are captured when calculating profitability.
Contribution Margin 2 (CM2)
Contribution Margin 2 goes one step beyond Gross Profit (CM1) by factoring in all expenses involved in getting a product into the customer’s hands—not just the cost of the product itself. It deducts fulfillment-related costs such as shipping, handling, tariffs, returns processing, Amazon fees, and payment processing fees.
CM2 shows how much profit your business keeps after covering these essential operational costs. It’s a clearer indicator of true per-order profitability and helps identify whether your pricing and fulfillment processes are sustainable.
Contribution Margin 2 = Net Revenue - Product Cost - Order Fulfillment Costs
Contribution Margin 2 % (CM2 %)
CM2% shows what proportion of Net Revenue remains after accounting for product costs and fulfillment-related expenses.
This percentage helps determine how efficiently the business converts sales into profit after covering all core variable costs.
CM2% = CM2 / Net RevenueA CM2 of 60% or more is typically regarded as a healthy target, although this benchmark can fluctuate based on the specific product assortment and pricing strategy.
Marketing Spend
Marketing Spend represents the total amount invested across all paid marketing channels to attract visitors, generate conversions, and grow overall revenue. This includes ad spend from major platforms such as Meta, Google, Snapchat, TikTok, Pinterest, Amazon, and more. It provides a complete picture of how much the business is spending to drive traffic and acquire customers, and serves as a foundational input for key performance metrics like CAC, MPR, and aMPR. Non-ad marketing expenses can also be included, such as influencer partnerships, promotional materials, sponsorships, and affiliate payouts, helping ensure a full and accurate view of total marketing investment.
Includes:
Meta Ads
Google Ads
Snapchat Ads
TikTok Ads
Pinterest Ads
Amazon Ads
Non-Ad Marketing Costs (custom costs added under Operating Expenses)
Marketing Performance Metrics
These metrics help you understand how effectively your marketing spend converts into revenue and new customers. They give a complete view of the profitability and effectiveness of advertising efforts across all channels. By monitoring these indicators, you can evaluate whether your marketing investment is driving sustainable growth or needs optimization.
MER (Marketing Efficiency Ratio)
MER evaluates how efficiently your marketing investment translates into revenue.
MER = Net Revenue / Total Marketing SpendA higher MER indicates that your business is generating more revenue for every dollar spent on paid marketing, reflecting strong overall marketing performance and sustainable scaling efficiency.
aMER ( Acquisition MER)
aMER measures how efficiently your marketing spend brings in new customer revenue. It helps you understand the profitability and effectiveness of your acquisition-focused campaigns.
aMER = Net Revenue from New Customers / Total Marketing SpendA higher aMER indicates strong performance in converting marketing investment into first-time buyers.
New Customers
Represents the total number of customers who made their first purchase during the selected period.
This metric helps assess acquisition efforts and track growth in the customer base over time.
BEROAS (Breakeven Return On Ad Spend)
BEROAS refers to the ratio of revenue to channel-attributed advertising expenditure, across all channels and platforms. It shows the minimum Return on Ad Spend required to avoid losing money on advertising.
BEROAS = Net Revenue / Gross ProfitA BEROAS of 1 means your ad spend is just covering product costs.
Anything above 1 indicates your advertising generates profit; anything below signals a loss.
CAC (Cost Per New Customer)
CAC reflects how much you pay, on average, to acquire a new customer. It is a key indicator of acquisition efficiency.
CAC = Total Marketing Spend / Number of New Customer OrdersLower CAC values show more cost-effective marketing that delivers better returns
MPR (Marketing Profit Ratio)
MPR measures how much profit is generated for every dollar spent on marketing. It highlights how efficiently marketing contributes to overall profitability.
MPR = CM2 / Total Marketing SpendA higher MPR indicates stronger and more profitable marketing operations.
aMPR (Acquisition MPR)
aMPR evaluates the profitability of acquiring new customers. It measures how much CM2 from new customer orders is generated for each dollar of marketing spend.
aMPR = CM2 from New Customer Orders / Total Marketing SpendHigher aMPR values indicate that acquisition campaigns are not only bringing new customers but doing so with strong profitability.
% of Sales on Marketing
This metric shows what portion of your Net Revenue is being reinvested into marketing. It helps gauge whether your marketing spend is sustainable and aligned with your revenue growth.
% of Sales on Marketing = Total Marketing Spend / Net RevenueContribution Margin 3 (CM3)
Contribution Margin 3 represents the profit remaining after deducting all direct and variable costs involved in generating revenue — including product cost, order fulfillment expenses, and marketing spend.
It is one of the clearest indicators of a brand’s operational profitability before accounting for fixed overheads like salaries, rent, software subscriptions, and other operating expenses.
CM3 = Net Revenue − Product Cost − Order Fulfillment Costs − Marketing Spend
Contribution Margin 3 % (CM3 %)
CM3% expresses Contribution Margin 3 as a percentage of Net Revenue.
It shows how much profit the business retains after covering product, fulfillment, and marketing costs for every dollar earned in Net Revenue.
CM3% = CM3 ÷ Net RevenueA generally healthy CM3% ranges from 30% to 45%, but the ideal benchmark varies based on the company’s growth phase, marketing strategy, and reliance on paid traffic.
Operating Expenses
Operating Expenses represent the total cost required to run the business on a day-to-day basis. These include both fixed and variable expenses such as salaries, rent, utilities, maintenance, platform fees, interest payments, and other administrative costs.
These overhead expenses help determine the baseline cost of keeping the business functional, and understanding them is crucial for forecasting how much cash flow remains available for future inventory purchases, scaling, and investment decisions.
All Operating Expenses (except Amazon Charges, which sync automatically) can be added or updated at any time within the Cost Settings page in Bloom.
Salaries
Rent
Maintenance
Amazon Charges
Professional Fees
Interest Payments
Custom Taxes
Other Expenses
Channel Fee
% of Sales on Operating Expenses
This metric shows the proportion of Net Revenue that is used to cover Operating Expenses. It highlights how efficiently the business is managing overhead relative to the revenue generated.
% of Sales on Operating Expenses = Total Operating Expenses / Net RevenueA lower percentage indicates stronger operational efficiency, while a higher percentage suggests that overhead costs may be eating into profitability.
Net Profit
Net Profit represents the final profit the store earns after subtracting all Operating Expenses from CM3.
It reflects what remains after covering product costs, fulfillment costs, marketing spend, and operational expenses, making it the clearest indicator of the brand’s true profitability.
Net Profit = CM3 – Operating Expenses
Net Profit Margin (%)
Net Profit Margin indicates how much of your Net Revenue remains as actual profit after all costs (COGS, fulfillment, marketing, and operations).
Net Profit Margin (%) = Net Profit ÷ Net RevenueMost eCommerce brands aim for a Net Profit Margin of 10%–20%, which is typically considered healthy.
Costs of Goods Sold (%)
Shows the proportion of Net Revenue consumed by product costs.
COGS % = Product Cost ÷ Net RevenueHealthy eCommerce brands typically fall between 25% and 35%, reflecting a 3-4× markup on product cost.
Cost to Fulfill Orders
Represents the share of Net Revenue spent on fulfillment-related expenses such as shipping, handling, gateway fees, tariffs, and returns processing.
Cost to Fulfill Orders% = Order Fulfillment Costs ÷ Net RevenueGrowth-focused brands often spend around 25%, while mature brands usually stay under 20%
Cost to Acquire Customers (%)
Reflects how much of Net Revenue is spent on acquiring customers through marketing efforts.
Cost to Acquire Customers % = Marketing Spend ÷ Net RevenueGrowth-focused brands often spend around 25%, while mature brands usually stay under 20%.
Cost to Operate Business (%)
Represents all overheads — salaries, rent, professional fees, maintenance, platform fees, and other operational costs.
Cost to Operate Business % = Operating Expenses ÷ Net RevenueTypically around 15% of revenue, but varies based on business model and scale.
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