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Revenue & Profitability Performance
Is DTC trading to plan, and where are revenue and margin coming from? MTD pacing vs plan, the margin cascade, a fixed 13-week trend, revenue mix, and the weekly trading table.
Key metrics β month to date, all DTC (unaffected by the filters below)
Fixed to the current calendar month across all territories β the territory/marketplace/subscription filters below do not apply to this row. MoM arrows compare the last two complete months and are always all-DTC (kpiTrend, filter-exempt) β except CM3 Margin, whose comparison (marginTrend) follows the territory/marketplace filters, same as the margin % trend chart further down the page.
MTD Net RevenueDTC net revenue this calendar month, all territories, against the full-month planned revenue from the trading plan. Orders basis (dtc_orders); calendar month to date. Transaction-dated: refunds reduce revenue on the day they are processed. Differs from the margin cascade's Net Revenue below, which is the P&L margin basis (contribution_margins) over the page date range.
Β£157,188
Β£494,697 below Plan (-75.9%)
MTD CM3Contribution Margin 3 (after COGS, variable costs and marketing) this month, all territories, against the full-month planned CM3.
Β£242,508
Β£135,182 above Plan (+126.0%)
Orders
7,514
New Customers
4,980
AOVAverage order value β net revenue divided by orders.
Β£20.92
Discount RateTotal discounts as a percentage of gross revenue β measures promotional intensity.
51.2%
CM3 MarginContribution Margin 3 as a percentage of net revenue β the bottom-line profitability ratio after marketing spend.
32.4%
Plan pacing (plan scope β unaffected by filters)
Monthly planned net revenue β plan data, not affected by the date filter above
MTD actual vs full-month plan per market
Actual is month-to-date (from orders); plan is the full-month target β early in the month actuals should sit proportionally below plan. Fixed to the current month; the date filter does not apply.
| Market | MTD net revenue | Monthly plan β | MTD orders | Planned spend | Planned CM3 |
|---|---|---|---|---|---|
Shopify UK | Β£87,715 | Β£275,773 | 2,734 | Β£175,030 | Β£5,153 |
Shopify CZ | Β£2,482 | Β£96,043 | 1,018 | Β£28,041 | Β£34,472 |
Shopify SK | Β£35,078 | Β£78,860 | 1,503 | Β£23,786 | Β£27,442 |
Shopify HU | Β£12,391 | Β£63,625 | 1,196 | Β£23,589 | Β£15,676 |
Shopify RO | Β£7,389 | Β£60,586 | 628 | Β£19,553 | Β£17,263 |
Shopify IT | Β£5,091 | Β£40,496 | 204 | Β£17,992 | Β£5,766 |
Shopify ES | Β£2,658 | Β£36,502 | 97 | Β£20,066 | Β£1,554 |
Revenue trend
Weekly net revenue β fixed 13-week window, not affected by the date filter above
Territory and marketplace filters apply; subscription/first-order filters do not (not available on the margin source). CM3 is not available at weekly grain in the underlying margin source β net revenue only.
Margin cascade β net revenue to CM3 (all-DTC scope; not filterable by subscription/first-order)
The cascade's Net Revenue is the P&L margin basis (contribution_margins) over the page date range and can differ from the MTD Net Revenue KPI above (orders basis, dtc_orders, calendar month to date) β the two bases differ by refund dating and fee/cost allocation. Trust the KPI row for pacing vs plan; trust the cascade for margin structure (it reconciles with CM1/CM2/CM3).
Gross revenue β CM3 waterfall (P&L margin basis β contribution_margins; follows the page date, territory and marketplace filters)
Margin % trend β Fixed 24-month window β not affected by the date filter above
Revenue mix
By territory
By marketplace
By order type
New vs returning customers β Fixed 24-month window β not affected by the date filter above
Subscription vs one-time
| Type | Orders | Net revenue β | AOV |
|---|---|---|---|
One-time | 7,649 | Β£149,621 | Β£19.56 |
Subscription | 1,263 | Β£53,093 | Β£42.04 |
Customers β selected period
Follows the page date range and all filters (unlike the MTD row at the top). Unique Customers is a single distinct count over the selected range β it is NOT the sum of the monthly points in the chart below.
Unique CustomersDistinct customers who placed at least one order in the selected period (COUNT DISTINCT customer id). Non-additive: a customer active in two months counts once in each month but only once here, so monthly values cannot be summed to reproduce this number. Comparison is vs a same-length window one month earlier.
9,934
New Customers (period)First-time buyers in the selected period (count of first orders β one per customer). Period- and filter-responsive, unlike the MTD New Customers card at the top of the page. Comparison is vs a same-length window one month earlier.
5,876
Monthly unique customers β unique within each month; months are not additive
Fixed 24-month window β not affected by the date filter above. A customer who orders in two different months is counted once in each month, so summing months overstates the true period total (the Unique Customers card above is the correct period-level distinct count). Territory, marketplace and subscription/first-order filters apply.
Performance by marketing channel
Revenue, spend and profitability per marketing source channel from the by-channel margin mart. Follows the page date, territory and marketplace filters; subscription/first-order filters do not apply (not available on the channel source).
Revenue, spend, CM3 and ROAS by channel (subscription/first-order filters do not apply)
| Channel | Net revenue β | Spend | CM3β | CM3 %β | ROASβ | Orders |
|---|---|---|---|---|---|---|
Organic Social | Β£50,786 | Β£0 | Β£21,087 | 41.5% | β | 1,322 |
Other | Β£49,831 | Β£0 | Β£21,790 | 43.7% | β | 1,270 |
Organic Search | Β£48,381 | Β£0 | Β£23,846 | 49.3% | β | 1,258 |
Influencer | Β£33,226 | Β£45,776 | -Β£32,962 | -99.2% | 0.73 | 734 |
Recurring Subscription | Β£27,486 | Β£0 | Β£12,280 | 44.7% | β | 606 |
Google Ads | Β£4,635 | Β£6,448 | -Β£5,314 | -114.6% | 0.72 | 152 |
Facebook Ads | Β£437 | Β£90,055 | -Β£90,588 | n/a | 0.00 | 42 |
TikTok Ads | Β£101 | Β£9,029 | -Β£9,058 | n/a | 0.01 | 7 |
Content Production | Β£0 | Β£428 | -Β£428 | β | 0.00 | 0 |
Dognet Affiliates | Β£0 | Β£483 | -Β£483 | β | 0.00 | 0 |
UGC | Β£0 | Β£1,209 | -Β£1,209 | β | 0.00 | 0 |
Influencer - Gifting | Β£0 | Β£3,488 | -Β£3,488 | β | 0.00 | 0 |
International Affiliates | Β£0 | Β£22 | -Β£22 | β | 0.00 | 0 |
Whitelisting | Β£0 | Β£557 | -Β£557 | β | 0.00 | 0 |
Affial Affiliates | -Β£11 | Β£291 | -Β£355 | n/a | -0.04 | 0 |
Email | -Β£30 | Β£0 | -Β£152 | 507.4% | β | 8 |
Direct/Organic | -Β£12,222 | Β£0 | -Β£41,085 | 336.2% | β | 1,591 |
Weekly trading table β by territory
Weekly net revenue, orders and CM2 by territory (respects the date/territory/marketplace filters)
| Week β | Territory | Net revenue | Orders | CM2 |
|---|---|---|---|---|
Sept 2026 | Romania | -Β£1,176 | 118 | -Β£2,891 |
Sept 2026 | Czech Republic | -Β£2,514 | 283 | -Β£7,295 |
Sept 2026 | Slovakia | -Β£914 | 410 | -Β£8,111 |
Sept 2026 | Germany | -Β£87 | 3 | -Β£130 |
Sept 2026 | United Kingdom | -Β£2,350 | 688 | -Β£15,073 |
Sept 2026 | France | -Β£31 | 11 | -Β£160 |
Sept 2026 | United States | Β£22 | 13 | -Β£216 |
Sept 2026 | Italy | -Β£197 | 51 | -Β£1,321 |
Sept 2026 | Hungary | -Β£452 | 239 | -Β£4,062 |
Sept 2026 | Spain | -Β£53 | 29 | -Β£526 |
Sept 2026 | Spain | Β£974 | 29 | Β£516 |
Sept 2026 | Germany | Β£401 | 7 | Β£302 |
Sept 2026 | Slovakia | Β£15,811 | 454 | Β£7,935 |
Sept 2026 | United Kingdom | Β£41,741 | 973 | Β£21,732 |
Sept 2026 | France | Β£335 | 9 | Β£226 |
Sept 2026 | Romania | Β£7,190 | 232 | Β£4,157 |
Sept 2026 | United States | Β£503 | 16 | Β£240 |
Sept 2026 | Hungary | Β£22,912 | 584 | Β£17,936 |
Sept 2026 | Czech Republic | Β£9,537 | 301 | Β£5,169 |
Sept 2026 | Italy | Β£2,391 | 59 | Β£1,260 |