Metrics & Calculations

Setpilot analytics · How every number is calculated

Every number,
explained.

No jargon, no black boxes. Here's what each number on your Setpilot dashboard means, and how we work it out, in plain language.

Sales & revenue

The money coming in, what your customers paid you, before any of your costs. Setpilot starts from the full order value and peels back discounts, returns and tax to reach your true revenue.

Setpilot revenue waterfall showing gross sales, order revenue, total sales, net revenue and net sales — From gross sales down to net sales, each level removes one more part.

Metric	What it means
Gross sales	The full value of what customers were charged, before any discounts or refunds.
Order revenue	Gross sales after discounts are applied.
Total sales	Order revenue after returns and refunds are taken out.
Net revenue	Total sales with tax removed; your true top line.
Net sales	Net revenue from products alone, with shipping and other charges set aside.

Each level is built from the same parts of every order: product revenue, shipping revenue, other charges, tax, returns and discounts.

Your costs

Everything it takes to fulfil an order. Setpilot always fills in a value, even when some details are missing, so your profit is never overstated.

Setpilot total costs split into product costs, order processing costs, marketing costs and other costs — Your total costs, grouped into four categories.

Cost	What it means
Product costs	What you paid your supplier for the items in the order. If you haven't set a cost for a product, we use your default margin so the figure stays realistic.
Order processing costs	The cost of getting the order out the door: shipping, payment-provider fees, and any handling or packaging you've set up. Shipping on an already-shipped order stays even if it's later refunded, the carrier was already paid.
Marketing costs	Your ad spend, spread across the orders that came in that day. Only online-store orders carry ad cost, in-person and draft orders don't.
Other costs	Any remaining business costs you've added that don't fit the categories above.

Add the four together and you get your total costs, the figure Setpilot subtracts from revenue to work out profit.

Profit, step by step

Setpilot peels back your costs one layer at a time, so you can see exactly where your margin goes. Each step takes the one above and removes the next group of costs.

Setpilot profit waterfall from net revenue down to net profit across the four contribution margins CM1, CM2, CM3 and CM4 — The four-step profit waterfall, net revenue down to net profit (CM1-CM4).

Gross profit (CM1)

Net revenue − Product costs

Order profit (CM2)

Gross profit − Order processing costs

Contribution margin (CM3)

Order profit − Marketing costs

Net profit (CM4)

Contribution margin − Other costs

Alongside the amounts, we also show each step as a percentage of your revenue, so you can compare months at a glance.

Marketing

How hard your ad spend is working.

Metric	What it means
Ad spend	What you spent on each channel, Facebook/Meta, Google, and others.
Total spend	All your ad spend added up.
ROAS	Return on ad spend, the revenue you earned for every €1 spent on ads.
CAC	Customer acquisition cost, how much ad spend it takes to win one new customer.
AOV	Average order value, the typical amount a customer spends per order.

Customers

New shoppers versus people coming back. Every order is tagged as a customer's first purchase or a repeat, and that drives these numbers.

Metric	What it means
New orders	Orders from first-time customers.
Returning orders	Orders from customers who had bought from you before.
Total orders	All the orders in the period.
New vs. returning %	The share of your orders coming from new versus returning customers.
Lifetime value	The total a customer has spent with you over time.

Inventory

Whether you're about to run out, or sitting on too much. We look at how fast each product has been selling lately to estimate how long your stock will last.

Metric	What it means
In stock	Units you have on hand right now.
Sold (last 90 days)	How many units you've sold recently.
Daily sales rate	How fast it's selling: units sold in the last 90 days divided by 90.
Days of stock left	How long your stock will last: units in stock divided by the daily sales rate.
Stock status	Out of stock, low (under about a month left), overstock (more than ~6 months or not selling), or healthy.
Stock health %	The share of your products sitting in a healthy stock range.
Inventory value	What your current stock is worth, units on hand times their cost.

Order details

The labels Setpilot puts on each order, so you can filter and group your reports any way you like.

Detail	What it means
Payment status	Whether the order is paid, pending, refunded or partially refunded.
Fulfilment status	Whether the order is fulfilled, unfulfilled or partly fulfilled.
Source & payment method	Where the order came from and how the customer paid.
Order revenue	The order's net revenue.
Order profit	The order's profit after its fulfilment costs.