Company Performance - Executive
Executive Financial Overview
This dashboard provides a monthly executive snapshot of company financial performance, including revenue, order volume, cost structure, and profitability. It highlights:
- New vs returning revenue and order mix
- Total expenses and profit trends
- Near-term projections based on recent performance
- Payroll spend as a percentage of gross revenue The dashboard is designed for executive and finance stakeholders to monitor overall business health and directional momentum. Metrics are aggregated monthly and intended for high-level decision making, not operational or product-level diagnostics. The previously named Marketing Dashboard is now found here.
Pharmacy SLA Performance
This dashboard monitors pharmacy fulfillment performance against defined SLA thresholds, focusing on orders shipped within required turnaround times after being sent to pharmacy. It is designed to:
- Track SLA compliance and breach rates over time
- Identify pharmacies, products, or plans driving SLA breaches
- Monitor average turnaround time, including breached orders
- Support operational escalation and partner accountability The dashboard is intended for Pharmacy Operations, Care Ops, and Leadership teams managing daily fulfillment risk. Data reflects recent operational windows and should be reviewed frequently.
Monthly Retention by Product Dashboard
This dashboard analyzes customer retention and repeat purchase behavior using monthly trends and cohort-based reordering patterns. It is designed to answer questions such as:
- How much revenue and order volume comes from new vs returning customers
- Whether the business is becoming more or less retention-driven
- How reorder rates decay over time after first purchase
- How retention dynamics differ by first purchased product Cohort views track customer behavior across months since first order, enabling comparison of early retention strength and long-term durability. Intended users include Product, Growth, Finance, and Executive stakeholders evaluating customer lifetime value and portfolio health.
Eden Unit Economics & Profitability Overview
This dashboard evaluates company growth performance through the lens of unit economics and profitability. It combines revenue and order trends with CAC, net CAC, and profit metrics to assess whether growth is economically sustainable. Key analyses include:
- Revenue and order mix (new vs returning)
- Monthly profit trends and projections
- CAC and net CAC relative to profit
- Product-level profitability among top revenue drivers The dashboard is intended for Executive, Finance, and Growth leadership to support strategic decisions around scaling, spend efficiency, and capital allocation. Metrics are aggregated monthly and designed for directional insight, not operational execution.
Product Performance
Eden Product Revenue Snapshot
This dashboard provides a short-term view of product-level revenue and order momentum using rolling 7-day, 30-day, and 60-day windows. It is designed to:
- Monitor recent revenue and order trends by product
- Compare new revenue vs total revenue over short horizons
- Identify products with accelerating or declining momentum
- Surface early signals that may warrant deeper investigation The dashboard is intended for Product, Growth, and Revenue Operations teams as a frequent check-in tool, not a deep diagnostic or forecasting view.
Product Performance Diagnostic
This dashboard is used to diagnose product-level performance and scaling health across revenue, orders, customers, and paid efficiency. It supports daily and trend-based analysis using 14-day and 30-day trailing averages to distinguish signal from volatility. Primary use cases include:
- Evaluating whether a product is scaling sustainably or plateauing
- Identifying divergence between revenue, orders, and AOV
- Assessing product-level ROAS and spend efficiency
- Understanding new vs returning customer contribution
- Monitoring demographic mix shifts as volume changes This dashboard is intended for Product, Growth, and Finance stakeholders conducting performance diagnostics — not executive snapshot reporting.
Customer Cross-Product Sequencing
This dashboard analyzes customer expansion behavior across products, anchored on a customer’s first purchased product and tracked across subsequent purchases. It is designed to answer questions such as:
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Which products act as primary entry points into the portfolio
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How many customers expand beyond one product, and how far
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The most common product-to-product sequences
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Typical time lag between first, second, and third product purchases
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Where customer expansion stalls or accelerates Analysis is cohort-based and limited to distinct product sequences to preserve signal quality. Intended users include Product, Growth, Lifecycle Marketing, and Strategy teams evaluating cross-sell opportunities and portfolio design.
Product Revenue Velocity Snapshot
This dashboard shows revenue, revenue from new customers (New Order Revenue), order counts, and pending customers in the past 7, 30, and 60 days. It shows the % change over previous period as well to help the team understand how each product is pacing for the week, month, and 2-month period.
Product ROAS and LTV Dashboard
There is a real-time and snapshot version of this dashboard. The dashboard shows ROAS, nCAC, and ad spend by product. It also breaks down the spend in the various influencer and affiliate types and provides a filter for including and excluding affiliates. Use this dash to understand average order value and cost of acquiring a customer or a new customer, by product. Ad spend is broken down by product using a mix of campaign name and Northbeam channel spend. The snapshot version of the dashboards allows you to pick a previous date to look at how data appeared on that day. This avoids “nCAC creep” which can change over time as revenue and ad spends get updated or refunds get processed.
Marketing
Attribution Dashboard
This dashboard shows website traffic and order conversions based on Edge Layer UTM data. You can use this dashboard to understand true campaign performance.
Lifecycle Marketing Report
This dashboard is used by Judd in Email Marketing to look at retention past 3 months based on first order cohorts. Lifecycle marketing’s goal is to increase month 3+ retention by abandon cart, cross sell, and winback campaigns. Performance of these campaigns is broken down in the dashboard and there is also detail on Other email campaigns. Finally there is a daily view of the Month 3+ retention to clearly target where performance was strong and where campaign performance was lacking.
Retention Dashboard
This dashboard shows first vs repeat order revenue and count, with first order being a customer’s first ever order of any product and repeat orders being any follow up refills or continued treatments of any product. The dashboard also shows LTV, retention rates, reorder rate, and churn by product and by cohort of first order month and first order product. The cohort size shows how many customers belong in each group, and the MER is the Marketing Efficiency Ratio which is calculated by total revenue over total marketing spend, and is fixed by cohort.
PharmOps
Order Journey Goal Tracker
This dashboard shows the percent of orders sent to pharmacy, shipped, and delivered to the customer. It also shows the % of orders sent to pharmacy in 3 or less days (calendar days, not business days), more than 3 days, and not yet sent to pharmacy, by week. The same breakdown is then done for shipped, delivered, and a refund rate by month is also available.
Order Refund Summary
This dashboard shows refunds from the previous day and monthly order refund totals. You can see Bask order number, product name, pharmacy, and order totals.
Pharmacy Operations Dashboard
This dashboard shows shipped orders by state, pharmacy, and standardized product name. A map visualizes the data and charts/tables allow you to filter by multiple breakdowns and look at orders by each breakdown over time. This allows operations to forecast future pharmacy volumes in order to be prepared to meet SLA and have enough inventory on hand to cover demand.
Finance
Finance Dashboard
This dashboard shows ROAS by channel in a cohort view by first order product and month of the order. You can see a view of ad spend, distinct customers in each cohort, and what the ROAS is by month post-first order. Additionally you can see revenue, retention/reorder rate, and other financial KPIs such as revenue, contra revenue, net revenue, payroll, COGS, and other expenses to calculate gross margin.