Product sales, {{PERIOD_COVERED}} (after discounts & refunds)

What you kept after product costs & card fees — {{CENTS_KEPT}}¢ of every dollar

What your below-average products left on the table vs. your own average

One definition used everywhere in this report: contribution = the money you keep from a sale after paying for the product itself and the card processing fee. It is measured before shipping costs and marketing spend, because your exports can't see those.

Every number in this report can recompute automatically each Monday — the last page shows how.

The three moves

Tab 1 · Role Map — what each product does for you

How to read it: every product is compared to YOUR OWN catalog's middle ({{MEDIAN_MARGIN}} margin, {{MEDIAN_REPEAT}} reorder rate) — not to industry benchmarks. A product can look "fine" in the abstract and still be your weakest use of a customer's dollar. Green and red show distance from your middle. The last column converts every below-average margin into dollars.

Flywheels (feed): {{FLYWHEEL_FINDING}}

Treadmills (fix the margin): {{TREADMILL_FINDING}}

Review (decide deliberately): {{REVIEW_FINDING}}

Do: take the {{LEFT_ON_TABLE}} "left on table" total as your aiming point. {{MARGIN_PRIORITY_ORDER}}

Why this ranking is dangerous

Tab 2 · Entry-Product LTV — what to sell strangers

How to read it: we took every customer whose FIRST order was each product, then measured what they were worth over the next 12 months — across everything they bought. This ranks products as front doors, not as catalog items. A product can be a great reorder and a weak first purchase, or the reverse. "Contribution" columns = money kept; the "Revenue" column = top-line, for ROAS targets.

{{DOOR_FINDING_1_LEAD}} {{DOOR_FINDING_1_BODY}}

{{DOOR_FINDING_2_LEAD}} {{DOOR_FINDING_2_BODY}}

{{DOOR_FINDING_3_LEAD}} {{DOOR_FINDING_3_BODY}}

{{DOOR_FINDING_4_LEAD}} {{DOOR_FINDING_4_BODY}}

Do: {{DOOR_ACTIONS}}

Tab 3 · All-Time View — the {{HISTORY_SPAN}} context

How to read it: same table, full history back to {{HISTORY_START_YEAR}}. Use it for perspective only — the roles are assigned on the recent 24 months, because decisions should run on current economics, not {{HISTORY_START_YEAR}}'s.

Tab 4 · SKU Detail — flavor by flavor

Tab 5 · Fix These Costs — your ten-minute homework

How to read it: {{ESTIMATED_COST_COUNT}} ({{ESTIMATED_COST_UNIT_SHARE}} of your units) have no cost recorded in Shopify, so this report estimated them. Enter your actual landed costs in the yellow cells — and in Shopify under Products → Cost per item — and every number in this report gets sharper.

What this snapshot can't see — and what that costs you

It can't see your marketing costs. Every margin in this report is before ad spend, so your true contribution margin is lower than what's shown — and you can't know by how much from exports alone. (To be clear about what's possible: bringing total marketing costs into the P&L makes margin honest. Deciding which products your ads actually feed is a judgment call no system should make for you — the door values in Tab 2 are what you make that call with.)

And it's already aging. These numbers were true on your export date. {{AGING_EXAMPLE}} A report expires; a system doesn't.

What if this report arrived every Monday, already true?

That's what the Ecom Data Foundation is: an always-current data warehouse, in accounts you own, running this same analysis on live data instead of exports — with your real marketing costs and your Amazon channel in the P&L. One-time install. Under $50/month in platform costs, billed to you directly. The same foundation I build in the first week of any brand I take over.

Below: what last Monday's email would have said for {{STORE_NAME}} — generated from the same data as this report. The greyed modules light up at install.

From: Your Data Foundation · {{DEMO_EMAIL_DATELINE}} · Shopify channel — Amazon joins at install

{{STORE_NAME}} — {{DEMO_WEEK_VERDICT_LINE}}

The week: {{DEMO_WEEK_BODY}}

New customers: {{DEMO_NEW_CUSTOMER_COUNT}} — {{DEMO_NEW_CUSTOMER_BODY}}

Marketing spend vs. revenue (dormant — needs your ad accounts in the warehouse)
{{DEMO_DORMANT_MARKETING}}

Unusual: {{DEMO_UNUSUAL}}

Inventory & sell-through (dormant — exports don't carry inventory data)
{{DEMO_DORMANT_INVENTORY}}

Everything else: {{DEMO_EVERYTHING_ELSE}}

Worth ten minutes this week: {{DEMO_WORTH_TEN_MINUTES}}

P.S. — This email is a demo, generated from your exports. If you'd like the real thing arriving every Monday, forward it to hello@deaconbradley.com and we'll talk about automating this in your business.

Where this goes next — three doors, smallest first

2 · A conversation: if any number in here surprised you, the skill that generated this report can draft an email to me with your report attached — or just write hello@deaconbradley.com. I read everything myself and reply to anything real.

{{REPORT_H1}}

Your store in three numbers