Contribution Report (Beta)
What it is
The Contribution Report gives e-commerce leaders a fast, marketing-focused P&L view: it lines up your ad spend against revenue, COGS, and currently-supported discounts/fees, and lets you add offline revenue (e.g., retail sell-through) so you can see how paid media contributes across all channels over time.
**Not a GAAP P&L. This report is designed for decision-making about growth and efficiency, not for accounting close. Use your accounting system as the source of truth for financial statements.**
What you’ll see
1) Summary tiles (top of the report)
High-level KPIs for your selected date range:
Total Spend (all connected ad networks)
Total Revenue (All-in) — includes E-commerce + Amazon + Offline (your manual uploads)
ROAS — shown in 3 scopes:
E-comm ROAS = E-comm Revenue ÷ Ad Spend
E-comm + Amazon ROAS = (E-comm + Amazon Revenue) ÷ Ad Spend
All-in ROAS = (E-comm + Amazon + Offline Revenue) ÷ Ad Spend
Contribution — shown in 3 scopes:
E-comm Contribution
E-comm + Amazon Contribution
All-in Contribution (E-comm + Amazon + Offline)
Contribution (per scope) = Revenue − COGS − Ad Spend (minus any included fees where available).
Note: Offline revenue has no “offline spend”; spend reflects paid media only.
2) P&L-style breakdown (drill-downs enabled)
A structured table you can expand to see details and trends. Every line item supports drill-ins for deeper context.
Revenue
Total Online Revenue (E-commerce + Amazon)
Total Offline Revenue (manually entered sell-through/sell-in)
By Channel (e.g., Wholesale – Target, Retail – Sephora, QVC, Regions)
Ad Spend
Total Spend (paid media only)
By Channel/Platform (Meta, Google, TikTok, etc.)
COGS
Total COGS (from your COGS settings/uploads)
Profitability layers
Gross Profit = Net Revenue − COGS
Contribution = Net Revenue − COGS − Ad Spend
Contribution Margin = Contribution ÷ Net Revenue
Reported across:
E-comm Contribution
E-comm + Amazon Contribution
All-in Contribution (E-comm + Amazon + Offline)
Notes on drill-downs & views
Drill into any line to see trends (day/week/month), breakdowns by channel, and source tables behind the metric.
ROAS tiles mirror the scopes shown in the table (E-comm, E-comm+Amazon, All-in).
Offline rows reflect your Google Sheet uploads; keep channel names consistent to avoid duplicates.
How we calculate things
Revenue scopes
E-commerce: revenue from your online store connectors (e.g., Shopify).
E-commerce + Amazon: adds Amazon revenue to E-comm.
E-commerce + Amazon + Offline: adds your manually uploaded offline revenue to the above.
Contribution
Contribution (per scope) = Revenue − Ad Spend − COGS − Included Fees
COGS: taken from your COGS settings/uploads where available.
Included Fees (today): limited fees currently supported in your workspace.
We will expand to Amazon fees, retail fees, transaction fees, and more as connectors mature.
If a component is missing (e.g., no COGS uploaded), we treat it as 0 for this report and surface a data notice in the UI.
ROAS
We compute three ROAS metrics (E-comm, E-comm+Amazon, All-in) by dividing ad spend by the corresponding revenue scope.
Ad Spend includes all connected paid channels (Meta, Google, TikTok, etc.) within your selected date range.
Adding Offline Revenue (Retail / Wholesale / Sell-In)
You can bring offline revenue into the report via a simple Google Sheet we provide.
Required columns
Column | Type | Description |
| Date (YYYY-MM-DD) | Beginning of the period covered by this entry |
| Date (YYYY-MM-DD) | End of the period covered by this entry |
| Text | Name of the offline channel (e.g., “Retail – Sephora”, “Wholesale – Target”, “QVC”) |
| Number | Revenue amount for the period (see sell-through vs sell-in below) |
**Sell-through vs Sell-in: The template is designed for sell-through numbers, but you may enter sell-in if that’s more actionable for your team. We’ll label it “Offline Revenue” in the UI either way—use the notes column to clarify.**
Please reach out to your brand manager if you need a sheet to add your offline revenue to!
Frequency & granularity
Use any period that matches how you receive reports: weekly, monthly, or a custom range.
You can mix periods (e.g., some weekly, some monthly). We aggregate appropriately for trends.
Upload process
Open the google sheet template (link provided by your CSM).
Add your rows following the Required columns above.
Your offline revenue will appear in:
All-in ROAS / Contribution totals and trends
Offline channel breakdown table and charts
Tip: Keep channel names consistent to avoid duplicate lines (e.g., always “Retail – Sephora”, not “Sephora retail” sometimes).
Common questions
Is this replacing our finance P&L?
No. This is a marketing/ad-spend P&L-style view for performance decisions. Use your accounting system for financial reporting and audit.
What if I don’t have COGS or fees yet?
Contribution will include the components you’ve provided. Missing inputs are treated as 0 and flagged in the UI.
How often should I update the offline sheet?
Whatever cadence you receive reports (weekly/monthly). The report updates after each successful sync.
Can I upload historical offline data?
Yes. Backfill as far as you like. Use accurate start/end dates; we’ll place the revenue in the correct periods.
What if offline periods overlap?
We sum overlapping entries. If you meant to replace a value, delete the prior row or adjust the ranges to avoid double counting.
Does ad spend get allocated by channel to offline revenue?
No. Ad spend is shown as total paid media spend; the different ROAS scopes help you see how broader revenue lifts change the efficiency picture.
Best practices
Name channels clearly (e.g., “Wholesale – Target,” “Retail – Sephora US,” “B&M – Northeast”).
Choose a consistent cadence (monthly for wholesale, weekly for POS sell-through) to make trends easier to read.
Keep COGS current to get the most accurate Contribution view.
Watch the three ROAS tiles together: when All-in ROAS outperforms E-comm ROAS, your paid media may be driving meaningful retail/wholesale lift.
Known limitations & roadmap
Fees coverage is expanding. Today only some fees are included. We plan to add:
Amazon fees, expanded retail fees, payment/transaction fees, and other platform-specific costs.
Offline inputs are manual. We’ll add connectors where available as retailers improve access.
We’ll keep this article updated as the report evolves.
Definitions (glossary)
Ad Spend: Total media spend from connected ad platforms in the selected range.
Revenue (E-comm): Online store revenue from your commerce platform.
Amazon Revenue: Revenue from connected Amazon accounts.
Offline Revenue: Manually uploaded retail/wholesale/sell-in/sell-through revenue.
COGS: Cost of goods sold, from your COGS settings/uploads.
Fees (Included Today): Subset of platform/processing fees currently supported.
Contribution: Revenue − Ad Spend − COGS − Included Fees (by scope).
ROAS: Revenue ÷ Ad Spend (reported for each scope).
Need help?
If you’d like the Offline Revenue Template or want us to review your first upload, contact your CSM or support via in-app chat. We’re happy to sanity-check your setup and walk through your first trends!