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Merchant KPI contribution scorecard
The scorecard answers one question. Did this week make money after the real drags?
Use settled AOV, not CRM “paid”. Put landed COGS on the order. Put the ads that actually ran. Put ship, fees, and refunds. Pixel revenue is the usual lie. Ads Manager is not cash.
Read contribution dollars and percent before you raise spend. If contribution per order cannot cover CAC, you are buying volume and losing money.
If chargebacks or approval go red, stop scaling. Capacity is the constraint. Media math will not save a dying MID.
Pair: the calculator in the KPIs article.
Procedure
- Pull settled orders and AOV for the week, not the pixel.
- Put landed COGS on those orders.
- Put ad spend that hit this week, not last month’s budget.
- Put ship, fulfilment, fees, and refunds.
- Run the scorecard. Read flags before you scale.
- If chargeback or approval is red, capacity is the constraint — not media.
Failure modes
- Using CRM “paid” as net revenue.
- Skipping refunds, then wondering why contribution is a lie.
- Treating a green ad ROAS as a green contribution flag.
- Blending MIDs into one chargeback rate.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Net revenue
- Sales after discounts. This is the top of the contribution stack, not ad-account revenue.
- Contribution
- Net revenue minus COGS, marketing, shipping, fulfilment, payment fees, and refund variable cost.
- Chargeback rate
- Chargeback count divided by settled count, times 100. Same shape as the scorecard on this site.
Work with us — We run this job on your accounts. Services
FAQ
- Can I use Ads Manager revenue?
- No. Use settled AOV times orders. Pixel revenue is not cash.
- Are the yellow lines stored targets?
- Direction is above or below. Some yellow bands are inferred operating bands. Confirm the live figures on your own books.