For each trigger below: what happened, where to go, how to read it, the decision you’re making.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.
What is my true profit after all costs?
Trigger: Topline revenue looks great — but you don’t trust it until every cost layer has been deducted. Or finance asked for a defensible contribution margin number. Go to: P&L → Waterfall Chart The waterfall walks from Gross Revenue through Discounts, Refunds, COGS, Platform Fees, Digital Advertising, and Influencer & Agency costs — landing at Contribution Margin. No other view shows the full picture in a single chart. How to read it| Symptom | Root cause | Next action |
|---|---|---|
| Net Revenue ≪ Gross Revenue | High discount or return rate | Check Discounts and Refunds steps. Cross-reference in Chart Builder: Sales · Average Discount Rate or percentage_orders_returned by product_category. |
| Gross Profit healthy but CM thin | Platform fees or ad spend | Expand Platform Costs and Digital Advertising; compare in Channel Comparison mode. |
| Digital Advertising step disproportionate | Ad spend outpacing revenue | Open Ad & Campaign Performance — Storefront Net ROAS vs. Ad Platform ROAS per campaign. |
| Other Marketing Expenses high | Influencer or agency costs unchecked | Influencer Fees and Miscellaneous breakdown below the waterfall. |
Which channel is actually profitable — not just the highest revenue?
Trigger: A channel generates strong revenue but you suspect costs have eaten the margin. Or leadership wants a margin-based investment answer, not a revenue-based one. Go to: P&L → Channel Comparison mode Switch the toggle in the top right. The table shows every P&L step (Gross Revenue → Contribution Margin) as a column per channel — Shopify, Blinkit, Zepto, Instamart, and others. Diagnosis workflow- Find the channel with the lowest Contribution Margin.
- Scan down its column — which step drops the most relative to other channels?
- Discounts → channel is promotion-dependent. Check if promo orders have lower CM1.
- Platform Costs → marketplace take rate is high.
- Digital Advertising → check ROAS for that channel in Ad & Campaign Performance.
Gross Profit (CM1), Net Revenue · Dimension: sales_channel_name · Grouped Bar.
Decision: Which channels deserve more investment, which need cost restructuring, and which should be deprioritised?
Is my marketing spend proportionate to what it’s generating?
Trigger: Marketing costs are rising. Are they pulling their weight, or is each additional rupee returning less? Usually comes up during budget planning or after a high-invoice month. Go to: P&L → KPI cards → Digital Advertising breakdown The KPI row shows Marketing Costs alongside Total Sales and Net Profit with period-over-period change. If Marketing Costs grow faster than Total Sales, your Marketing Efficiency Ratio is declining — each rupee of spend generates less revenue. The Digital Advertising breakdown below the waterfall shows where the spend sits (Meta, Google, other). Then cross-reference: Ad & Campaign Performance → KPI cards → Storefront Net ROAS The Storefront Net ROAS card shows revenue per rupee of ad spend as measured by your storefront (Shopify + GA4) — not what the platform claims. A declining storefront ROAS alongside growing ad spend is the clearest signal that spend is outpacing real returns. Decision: Increase budget (efficient, with headroom), hold steady, or cut back on specific platforms/campaigns where MER is declining?Next
Marketing & ad spend
Platform vs. storefront ROAS, demographics, dayparting, geo.
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