An illustrative Product Profit briefing
Illustrative data. Not a real customer. Based on sample data — shown so you can see how a real briefing reads before starting your own.
Where margin may be hiding
Indicative briefing based on a sample Shopify export, a sample COGS sheet and a sample ad spend export. Findings below are illustrative and not customs, tax or financial advice.
Calculations first. Narrative second. Sample inputs were reviewed before any wording was written.
At a glance
The sample suggests that retained margin may be weaker than top-line revenue implies, mainly driven by discount-heavy promotion of a small group of SKUs and incomplete landed cost coverage. The signals below may warrant review before changing pricing or campaign spend.
Review first
The signals to look at first, with confidence and evidence basis.
Promoted products may need margin review
Sample sales data suggests some promoted products may need checking against contribution profit, not just revenue.
Why it matters: High-selling products can still weaken retained margin after discounts, fulfilment costs and shipping subsidies.
Suggested next review: Compare promoted SKUs against contribution profit before increasing campaign spend.
Priority: High priorityConfidence: Moderate confidenceUploaded evidence reviewedSampleProduct costs may need verification
The sample cost file shows mixed cost sources and some products with incomplete landed cost assumptions.
Why it matters: Margin can be overstated when supplier cost is used without freight, duty or handling assumptions.
Suggested next review: Verify cost assumptions for the highest-revenue SKUs first.
Priority: High priorityConfidence: Moderate confidenceEvidence gap identifiedSampleDiscount pressure may be masking weak margin
Sample order data shows discount-heavy sales activity across several products.
Why it matters: Revenue growth can look healthy while discounts reduce the margin actually retained.
Suggested next review: Reconcile discount usage against SKU-level contribution profit.
Priority: Medium priorityConfidence: Moderate confidenceUploaded evidence reviewedSample
Findings
- SampleIndicative finding
Promoted SKUs may be earning less than they appear to
Based on sample data, several promoted products show strong revenue but thinner retained margin once discounts and fulfilment are considered. Indicative only — may warrant review against contribution profit.
- SampleIndicative finding
Landed cost coverage is incomplete
The sample cost file mixes supplier-only costs with partially-landed costs. Some SKUs do not appear to include freight or duty assumptions, which may overstate margin until verified.
- SampleIndicative finding
Discount activity is concentrated in a few SKUs
Sample order data shows that a small group of SKUs accounts for most discount usage. Indicative pattern; worth reconciling against SKU-level contribution before extending the same discount cadence.
Evidence
- Shopify orders export — Jan–MarSample
Used to estimate discount pattern and SKU mix.
- COGS sheet v3Sample
Used as the primary product cost source for the sample.
- Ad platform spend exportSample
Used to identify promoted SKUs in the sample period.
- Landed cost breakdownSampleEvidence gap
Not provided in the sample — freight and duty assumptions could not be reconciled.
Sources
- SampleKnowledge reference
Contribution margin basics
How discounts and fulfilment affect retained margin.
- SampleKnowledge reference
Landed cost components
What a fully-landed product cost typically includes.
- SampleKnowledge reference
Discount and promotion review
Reviewing promoted SKUs against contribution profit.
Next
Compare the top 10 promoted SKUs against their contribution profit before approving the next campaign cycle.
Verify landed cost assumptions for the highest-revenue SKUs and reconcile any missing freight or duty inputs.
Reconcile discount usage against SKU-level contribution profit to confirm whether revenue growth is retaining margin.
Indicative briefing based on sample data. Not a real customer report. Material findings should be verified before acting. Not customs, tax or legal advice.
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