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Net revenue
vs period before
Overview
Loading the period
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Net profit
vs period before
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Orders
vs period before
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Average order value
vs period before
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Blended ROAS
vs period before
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New-customer CAC
vs period before
Net revenue and Meta spend
Per day. Bars: Stripe net revenue. Line: Meta spend.
Sales in the period
Every Stripe charge, newest first. Amounts are net of refunds and VAT. No names or emails are read.
| When | Product | Net | Status | Card | Source | Ad |
|---|
Actions
Checked on every load against the period’s figures. Each one shows its evidence.
Meta Ads
Coachljs account, as Meta reports it
Click to purchase
Each step as a share of the one before. The weakest step is marked.
Video
Hook rate: 3-second plays per impression. ThruPlay rate: plays to 15 seconds or the end, per impression.
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Hook rate
vs period before
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ThruPlay rate
vs period before
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Average watch time
vs period before
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Video plays
vs period before
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Net revenue
vs period before
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Net profit
vs period before
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Net margin
vs period before
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Payment fees
vs period before
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Refunds and chargebacks
vs period before
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New customers
vs period before
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New-customer CAC
vs period before
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Ad cost per order
vs period before
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Upgrade take rate
vs period before
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Revenue tied to an ad
vs period before
Net revenue against Meta spend
Per day. Hover a day for orders, fees and profit.
Units by product
Paid charges, by the product our checkout recorded.
| Product | Units | Net | Share |
|---|
Assumptions
Rates from the chosen period.
£
£
×
Stripe feesShare of net revenue, from the period—
Break-even ROASNet profit is zero here, at this spend and fixed cost—
APX feeShare of monthly net profit above the baseline (agreement)— above —
Month and year
At the period’s rate, and with your assumptions. A month is 365 ÷ 12 days; the year is twelve such months.
| At the current rate | Month | Year |
|---|
| With your assumptions | Month | Year |
|---|
Monthly net profit by daily spend
Each line holds its ROAS constant, so this is the best case at higher spend. The dot is today’s spend.
Saved settings
The figures every page uses, for everyone signed in. If someone else saves first, your save is refused and their figures are shown instead.
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Landing page views
vs period before
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Landing page to order
vs period before
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Checkout page views
vs period before
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Checkout completion
vs period before
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Visits from ads
vs period before
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Ad visit to order
vs period before
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Meta spend per ad visit
vs period before
Conversion by day
Page views from the cookie-free counter against Stripe orders. Views are page views, not people. Counted from 28 October 2026.
By page
Landing pages: orders whose first page it was. Checkout pages: orders for that product. Upgrade offer: upgrades bought. A visitor who goes from a landing page to a checkout counts on both pages.
By ad
Views of the page each ad sends people to, from visits carrying its tags, against Stripe orders carrying the same ad id.
Every ad that spent
Stripe columns are sales whose UTM tag carries the ad’s id; an upgrade counts towards the ad of the workbook sale before it. Meta columns are Meta’s own attribution. Compare, never add.
Video retention, top five ads by spend
Share of each ad’s plays still watching at each point.
By platform
Stripe columns: sales from ads, split by the platform in their UTM tag (an upgrade follows its workbook sale). Meta columns: Meta’s own attribution. Compare, never add.
Where the money goes and where the purchases come from
Top eight placements by spend. A green bar longer than its blue one means the placement brings in more than its share of Meta purchases.
Every placement
Purchases, CPA and ROAS here are Meta’s attribution: Stripe sales do not record the placement.
Top ten countries by spend
Stripe ROAS: net revenue by the buyer’s card country ÷ Meta spend in that country.
Every country with spend or sales
Stripe goes by the card’s country, Meta by where the ad was seen.
Checks
What the figures rest on, checked on every load.
| Check | Status | Detail |
|---|
Sources
Each loads with your own Stripe and Meta access. Loaded times are from this browser.
Visit counts arrive once the counter is merged and this dashboard is hosted: they live with the checkout, which this page cannot reach.
What this dashboard is for
The decisions it supports, in the order it was built: decisions, then definitions, data, checks, calculations, views and alerts.
- Are we profitable this period, and on track for the month? Net revenue, net profit and the forecast.
- Is the ad spend paying back? Blended ROAS and net profit for the period, against the period before.
- Which ads and countries to keep, fix or cut? Stripe revenue and ROAS by ad and by card country, beside Meta’s view.
- Where do buyers drop off? The click-to-purchase steps, and conversion by page and by ad from the visit counter.
- What does a new customer cost? New-customer CAC kept apart from ad cost per order.
Metric dictionary
Ratios are always worked out from totals, never by averaging other ratios. One row per Stripe charge: each sale is a single product, so no totals are repeated across rows.
| Metric | What it measures | Formula | Source | Leaves out |
|---|