Money flow: gross sales to net profit

Your dashboard says you did $10,000 this week. Then the refunds, the chargeback fees, the affiliate payouts, the processor's cut, the product cost and the ad bill come out, and you are working out in a spreadsheet what was actually left.

The enemy is a revenue number that hides where the money went.

The new Money flow card sits on the Analytics dashboard, directly under Revenue Over Time. It draws the selected date range as one flow. On the left, gross sales by merchant (your top six, the rest as Other merchants). They flow into revenue, the same number as the Topline Revenue KPI: purchases, upsells and bumps, without test orders. From revenue the money flows out to refunds, chargebacks (including the processor's chargeback fee), taxes, processing fees, affiliate commissions, COGS, fulfillment and ad spend. What is left is your Net profit. When costs are bigger than revenue, the card shows a Net loss instead.

It follows the dashboard's filters: affiliate, UTM, country, funnel and page. Ad spend cannot be split by merchant, page, affiliate, product, location or audience, so with one of those filters on, the card leaves ad spend out and says so. Costs with no data in the range are listed under the chart instead of drawn, so a missing COGS shows up as missing, not as zero. Hover any flow for its amount and share of revenue, or switch to the Table view.

The card is also in the Offer, E-Commerce, General, Affiliate, SaaS and Digital Product dashboard presets, and on the merchant and domain reports, where it covers just that merchant or domain. Seeing it needs a role that can see both revenue and profit figures.

Try it: open Analytics and scroll past Revenue Over Time. On a dashboard you built yourself, click Customize layout, then Add widget, and pick Money flow.