🏠 Overview
Last 7 days · all channels
Gross Rev
--
--
Net Rev
--
--
Orders
--
--
Units
--
--
AOV
--
gross ÷ orders
Return Rate
--
RTO + RVP
Channel Mix
Loading...
Trend
Loading...
Revenue (today so far)
--
Orders (today so far)
--
Units
--
AOV
--
revenue / orders
Revenue by hour
Compare:
Hourly performance — today vs yesterday vs trailing 7d avg
By Category
Marketplace classification · today vs trailing 7d avgGross Revenue
--
excl. cancelled
Net Revenue
--
excl. returns
Units
--
AOV
--
TACoS
--
ad spend / net revenue
Trend
Loading...
🅰
Amazon Ads · IN
Sponsored Products / Brands / Display — spend, impressions, CTR, ACoS, ROAS.
Revenue (today so far)
--
Orders (today so far)
--
Ad Spend (SP+SB+SD)
--
Ad Budget
--
SP Spend (today)
--
Expected EOD Spend
--
based on 7d phasing
Spend pacing
Compare:
→
Hourly performance — today vs trailing 7d avg
Campaign-level spend — today vs budget
Sums to today's total. ROAS = trailing 7d (SP 1d attribution).
Cumulative excludes the in-progress hour. AMS stream history limits the trailing average for ad metrics
(will reach a true 7d in 3-4 days); revenue avg already on 7d. Last hour or two of Ad Sales / CVR / ROAS
are partial — AMS sp-conversion finalises 6-9h after hour close.
Total Spend
--
Attributed Sales
--
SP: 1d · SB/SD: 7d
Blended ACoS
--
spend / attributed sales
Blended ROAS
--
attributed / spend
Recent Trend
Loading...
By Ad Type
Loading...
Active Campaigns
--
currently enabled
Total Daily Budget
--
sum of latest snapshots
Yesterday Spend
--
Yesterday ROAS
--
SP=1d, SB/SD=7d
Campaigns last 7 days
Loading campaigns…
Hour-of-day rollup Spend / Sales(7d) / ROAS by daypart
Loading dayparting…
v3 cohort framework — 7 cohorts assigned by deterministic rules: text-match (Branded/Competitor); winnability (purchase_share > impression_share → Winners); head SV + ACOS (Aspirational-Watch ≤ 50%, Bleeder > 50%); residual → Long-tail or Out of Scope. Brand-relative percentile baselines auto-calibrate per brand.
Distinct Keywords
--
across all cohorts
Total Ad Spend
--
trailing 4w
Blended ROAS
--
--
Bleeder
--
spend at < 1x ROAS
Funnel + Ad Performance by Cohort
Loading...
Keywords
Loading...
Loading...
Ad spend (window)
--
Attributed sales
--
7d attribution
Blended ROAS
--
spend → sales
Top MSKU share
As-Is — keyword cohort × SKU spend matrix cell tint = share of total spend · ROAS colour-coded (green ≥3, amber 1–3, red <1)
Loading audit…
🔍
Google Ads · IN
Pmax / Shopping / Search — single account. Driving Shopify D2C + Amazon traffic.
Total Spend
--
Clicks
--
CTR
--
blended
CPC
--
spend / clicks
By Campaign Type
Loading...
Trend
Loading...
📐
SERP Rank · Amazon IN
Tracked keywords · organic + sponsored rank. DataForSEO Amazon SERP, 100 kw/day.
Keywords Tracked
--
active
Ranking Organic
--
of tracked
Top-3 Organic
--
best visibility
Latest Crawl
--
Keyword Rank Table organic rank = best (lowest) position where we appear
Loading...
Next: rank trend over time (need multi-day history — DataForSEO crawl schedule kicking in), competitor ownership per keyword, share-of-voice.
📦
Catalogue
Centralised product master — one row per design across channels; tag lifecycle & inventory type.
Finished Goods
--
sellable SKUs
In Transition
--
discontinuing + launch
Active
--
status active
Dead Stock
--
on-hand, 0 sales 30d
Catalog · Product Master centralised SKU master · tag lifecycle + inventory type
Loading...
📦
Inventory & Fulfillment
Revenue at risk, capital parked in overstock, return drivers, and which ASINs need action this week. FBA inventory + daily_item_sales on Amazon IN.
Revenue at Risk (next 14d)
--
low-cover × velocity × price
Lost Revenue — OOS (30d)
--
estimated from zero-day windows
Capital Tied Up — Overstock
--
>90 days cover + dead stock, at retail
Return Rate (14–28d cohort)
--
Cancellation & Return Rate · last 60 days daily rate + 7-day moving average; red dots on cancel spikes (>2× MA)
Loading...
Dig deeper: Stock Health → for restock priorities, OOS, and overstock · Returns → for reason breakdown and top contributors.
FBA Inventory
Loading...
Fulfillable Units
--
across ASINs in stock
Inbound (in pipe)
--
units on the way to FBA
OOS ASINs
--
of catalog
Reserved
--
units in picking / committed
Stock-out Risk — act this week
Loading...
Currently OOS — losing money now
Loading...
All ASINs show · healthy + dormant included
How loss is estimated:
Revenue at risk = (14 − days cover) × 14-day velocity × 14-day avg price, only for ASINs at 1 ≤ days cover < 14.
Lost revenue OOS = zero-unit days in last 30d × 30-day active-velocity × avg price, only for ASINs with 0 fulfillable & prior velocity.
Capital tied up = fulfillable × avg price for ASINs with >90 days cover or zero velocity with stock.
All estimates are pre-GST retail — a more precise net view will come when settlements + COGS are wired in.
Regional Fulfillment % (brand avg)
--
source region = dest region, weighted by units
Cross-region units
--
National zone — higher WH fees
MSKUs analysed
--
with ≥1 shipment in window
Distinct destinations
--
states reached in window
Regional Inventory & Fulfillment by MSKU
Click a row to expand the destination × source matrix + per-SKU breakdown.
RF % = shipments fulfilled from the same region as the destination. Higher = cheaper, faster delivery.
Stock / Sales shares > 5pp apart flag imbalance (inventory placement vs actual demand).
Loading...
Total Returns (30d)
--
events across the catalog
RVP Share
--
customer-returned after delivery
RTO Share
--
never reached customer
Top Reason
--
Return Reasons · last 30 days sorted by share · revenue impact at 14-day avg selling price
Loading...
Top Return Contributors
Loading...
How Defect Rate is computed:
defect-related returns (DEFECTIVE, QUALITY_UNACCEPTABLE, DAMAGED_BY_FC, DAMAGED_BY_CARRIER, MISSING_PARTS, ITEM_DAMAGED) ÷ total orders placed in the window.
This is the absolute QC signal — “of the orders we shipped, what % came back as defective.”
Thresholds: ≥8% red (severe), 4–8% yellow (watch), <4% green. Hover the badge for the full ratio.
Reading the reason mix: UNWANTED_ITEM / FOUND_BETTER_PRICE / NOT_AS_DESCRIBED dominant → listing-quality signal (photos, title, expectation mismatch). DEFECTIVE / QUALITY_UNACCEPTABLE / DAMAGED_BY_FC dominant → product-quality signal (supplier, QC, or packaging). UNDELIVERABLE_REFUSED / MISSED_ESTIMATED_DELIVERY dominant → fulfilment signal (ship speed, address data, logistics).
Reading the reason mix: UNWANTED_ITEM / FOUND_BETTER_PRICE / NOT_AS_DESCRIBED dominant → listing-quality signal (photos, title, expectation mismatch). DEFECTIVE / QUALITY_UNACCEPTABLE / DAMAGED_BY_FC dominant → product-quality signal (supplier, QC, or packaging). UNDELIVERABLE_REFUSED / MISSED_ESTIMATED_DELIVERY dominant → fulfilment signal (ship speed, address data, logistics).
💰
Profit & Loss
Amazon IN
P&L Waterfall
Multi-period comparisonLoading...
Per-MSKU P&L
Group:
Loading...
Gross Revenue (incl. GST)
--
Net Revenue (post-returns)
--
Remittance (bank deposit)
--
Contribution Margin
--
Fee Waterfall
Loading...
Monthly P&L
Loading...
Fee Audit — Estimated vs Settlement
Loading...
↩
Returns
Cohort-aligned · attribution by order date
Cohort by order month last 4 months · Amazon IN
Loading...
How to read: Returns are attributed to the month of order, not the month the return arrived at the FC.
The latest cohort may still be open — Basil's 10-day return policy + transit closes ~28 days after month-end.
RVP = customer returned after delivery. RTO = package never delivered (refused / undeliverable / lost in transit).
🤖
Growth Agents
Phase 2 · agents layered on top of this metrics dashboard.
Phase 1 (this dashboard) delivers clean Amazon metrics operators can trust. Phase 2 lights up the growth-agent surface:
- sr_marketing / investigate — diagnose revenue / ROAS swings across Amazon Ads + Google Ads + SERP rank
- amazon/ppc — campaign efficiency, spend waste, bid recommendations
- amazon/listings — catalogue health + SERP rank consumption
- Recommendations feed with human-in-loop approve / reject + reasoning trace
Order decided 14 Apr: operators must trust the underlying data before they trust any agent on top of it.
Creative Performance
Meta Ads creative performance, funnel health, action recommendations. Attribution: 7d click + 1d view.
Spend
--
ROAS
--
CPM
--
CPA
--
Creatives
--
Funnel Health
absolute counts vs prior dayTrend
7 days + MTD + 3 monthsLoading...
Format Mix
Top Creatives
| Ad | Format | ROAS | CPA | CTR | Spend | Share | Orders | Freq | Bucket | Action | Live | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Loading... | ||||||||||||
🛍
Shopify D2C
shareyourbasil.myshopify.com
Pending: Shopify custom-app token install. Once connected, this tab picks up Shopify orders, sessions (GA4), and blended cross-channel revenue.
📈
Plan vs Actual
MTD vs plan pace
Loading…
By channel
plan pace → actual, MTDLoading…
Variance bridge
how the plan→actual gap breaks down · click a driver for its contributorsLoading…
Assumption health
actuals vs the plan’s planning-inputs assumptions · feeds the next planLoading…
⚡ Last 48h
run-rate break vs trailing 7d—
RCA — agent read
Click “Run RCA” to watch the agent reason over the bridge — it narrates only the numbers above, naming the driver behind each contributor.
🛒
Other Channels
Flipkart · Myntra · Amazon UAE (not active)
Flipkart (57 listings) and Myntra (58 listings) are catalogued but sales / ads ingestion isn't live yet. Amazon UAE profile exists but unused — confirmed inactive 14 Apr.