Margin checks for online stores with ad spend

How to read gross, net, and return impact before your next marketing cycle.

Working method

Revenue can look healthy while fees, shipping, and returns quietly shrink margin. Read gross and net side by side, include refunds and ad spend, and check each channel before your next marketing cycle.

Step 1

Compare gross and net sales by channel

Step 2

Subtract refunds, fees, and shipping

Step 3

Set ad spend limits from net margin

Written by Daniel Cross at Tally & Rowe.