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Documentation Index

Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt

Use this file to discover all available pages before exploring further.

The D2C path covers your storefront-led business: storefront revenue, paid media, operations, and the brand-supplied data that makes your P&L match reality. Most brands work through D2C first.

Level 1

Revenue and marketing foundation. 1 week.

Level 2

Operations and profitability. 2–4 weeks.

Level 3

Brand-supplied data. Ongoing.

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Level 1 — D2C revenue and marketing foundation

Goal: Trust your D2C headline numbers. Know what you sold on your storefront, what you spent on ads, and whether the two are connected.
You should be able to answer:

Revenue health

What’s my gross and net revenue on D2C this month?

Top sellers

Which products are selling best on my storefront?

Customer mix

What’s my new-vs-repeat customer mix?

Blended ROAS

Blended ROAS across Meta and Google.

Outlier campaigns

Are any campaigns dramatically out of line with the others?
Connect (in this order):

Shopify (D2C revenue)

Your DTC storefront. The single most important source for D2C brands. Until this is connected, no D2C revenue metric is real.

Meta Ads (paid media)

For almost every D2C brand, the largest ad-spend channel.

Google Ads (paid media)

Second-largest ad-spend channel for most brands.

Google Analytics 4 (web analytics)

Required for storefront-attributed ROAS and the User Activity Cohort. Often the easiest connector to forget.

Configure

  • UTM parameters on all ads (Meta + Google). See the UTM Setup Guide.
  • Common historical start date across all four sources.
Unlocks in Ocular:

Sales Performance (D2C)

Marketing report

Ad & Campaign Performance

Creative Deep Dive

Basic P&L (revenue side)

Time to value: 1 week, including the 24–48 hour data load.

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Level 2 — D2C operations and profitability

Goal: Add the full operations stack on top of your D2C foundation. Move from revenue analysis to margin analysis — and answer the questions leadership actually asks about profitability and retention.
You should be able to answer:

True margin

What’s my true contribution margin after every cost layer on D2C?

CAC payback

How long does it take to recover my CAC?

Sticky customers

Which acquisition channels produce customers who actually stick?

LTV by cohort

LTV by cohort and by acquisition source.

Discount strategy

Is my discount strategy attracting new customers or subsidising existing ones?

Logistics costs

Which couriers/pincodes drive RTO costs, and which SKUs drive returns?

Checkout funnel

Where is my checkout funnel leaking, and how does COD perform vs. prepaid?
Connect:

Order management (OMS)

Unicommerce, EasyEcom, or Ease Commerce — whichever your ops team uses. Unlocks inventory-aware reporting and ties orders back to a single SKU master. The SKU master feeds every downstream operations report, which is why OMS comes first.

Logistics & fulfilment

Shiprocket or Clickpost — pick the aggregator your team uses. Unlocks the Fulfilment data model: RTO rate, TAT, pincode performance, cost-discrepancy analysis.

Return Prime (returns)

Surfaces return reasons and ties them back to specific SKUs.

GoKwik (checkout)

Unlocks checkout-funnel and COD-conversion analyses.

Configure

  • Ad & Campaign Naming Convention across Meta and Google. See the Naming convention guide.
  • Ad & Campaign Tags — tag your Meta and Google ads/campaigns with consistent dimensions (acquisition vs retention intent, creative format, audience segment, funnel stage). Unlocks tag-based slicing across Ad & Campaign Performance and Creative Deep Dive — compare ROAS, CAC, and creative fatigue by any tag dimension instead of being stuck at the ad-set level. Tags also become the join key for Level 3’s Influencer Mapping work.
Unlocks in Ocular:

Full P&L waterfall (D2C)

Tag-based ad & creative analysis

User Activity Cohort

Fulfilment data model

Returns-by-SKU analysis

Inventory-aware reporting

Checkout & COD analyses

Discount Affinity & Depth

Time to value: 2–4 weeks after Level 1.

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Level 3 — Brand-supplied data

Goal: Upload the brand-specific data Ocular’s connectors can’t see — costs, targets, mappings, and product structure — so the P&L, Marketing, and Sales Performance reports reflect your business end-to-end.
All Level 3 inputs are uploaded as CSVs under Data Management → Brand Supplied Data. Each card on that screen has a downloadable template and an Upload button. You should be able to answer:

Target tracking

Am I tracking against my monthly revenue, marketing budget, and contribution-margin plan?

True P&L

What’s my contribution margin after every cost layer — agency, offline media, shipping, marketplace fees, SKU-level COGS?

Influencer ROI

What’s the ROI of my creator campaigns by creator, platform, and deliverable?

Discount attribution

Which campaigns and creators are my discount codes really driving?

Product hierarchy

How are categories, sub-categories, and brand lines performing?

Event impact

How did each promotional event move the needle vs. baseline?
Brand Supplied Data (12 uploads):
Calendar of business events and promotional campaigns (sales, launches, festive pushes). Unlocks event-vs-baseline overlays across Sales Performance and Marketing so you can see exactly what each push delivered.
Monthly/quarterly marketing-spend targets and channel splits. Unlocks actual-vs-target indicators across the Marketing report and P&L.
TV, OOH, print, PR, sponsorships — any non-trackable marketing spend. Flows into the P&L’s Other Marketing Expenses step and makes MER include offline.
Revenue and contribution-margin targets by month/quarter, optionally by channel. Unlocks actual-vs-target indicators on Sales Performance and the P&L.
Map each discount code to the campaign, channel, or creator that owns it. Attributes discount cost to the right campaign and unlocks promo-level ROI in Marketing.
Register the creators you work with — fees, deliverables, and the codes/UTMs/tags tied to each campaign. Joins to the Ad & Campaign Tags configured in Level 2 and unlocks Influencer ROI per creator.
Platform commission and fee rates per channel (Shopify, Amazon, Blinkit, etc.). Pulled into the P&L automatically so each channel’s contribution margin is correct.
Per-SKU cost of goods sold. Required for contribution margin in the full P&L waterfall — uploading here is what powers the Level 2 P&L unlock.
Product categorisation: category, sub-category, brand line, and other attributes you slice by. Unlocks category and product-line drill-downs across Sales Performance.
Agency retainers, software costs, and any other recurring operating costs. Flows into the P&L’s Other Operating Costs step.
Which SKUs are listed on which sales channels. Unlocks SKU-level channel availability and visibility into where each product is live.
Courier rates, packaging costs, and fulfilment fees. Reconciled against Shiprocket/Clickpost actuals and used to compute true logistics cost in the P&L.
Unlocks in Ocular:

Actual-vs-target indicators

Revenue, marketing-spend, and contribution-margin plan vs. actuals.

Full P&L waterfall

Every cost layer: offline media, agency, shipping, marketplace fees, SKU-level COGS.

Influencer ROI

Per-creator revenue, CAC, payback, and ROI from Influencer Mapping.

Discount & event attribution

Discount codes tied to campaigns/creators; event overlays on every report.

Category & SKU drill-downs

SKU Hierarchy and Channel Listing power category, brand-line, and channel-level analysis.

Channel-true margins

Marketplace Fees plus Shipping & Fulfillment Costs produce accurate per-channel contribution margin.
Time to value: ongoing — Level 3 is less a finish line and more a maturity state. Each upload is independent, so start with the items that unblock your most pressing question and add the rest as you go.

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Continue

Quick commerce

Level 1 (connectors) and Level 2 (competitor intelligence).

Vertical Marketplaces

Amazon, Flipkart — coming soon.

Horizontal marketplaces

Myntra, Ajio, Nykaa — coming soon.