DASHBOARD_INSIGHTS

Dashboard Insights Summary

Generated: December 1, 2025
Source: E-commerce Growth Dashboard CSVs

---

E-Commerce Dashboard Overview

Structure: 2026 Planning Dashboard

• Monthly targets vs. actuals for entire year
• Broken down by: Drink Mix vs. Sparkling
• Channels: Shopify, Amazon, Walmart 3P
• Planning document (2026 actuals not yet populated - this is a forecast/budget tool)

---

Key Metrics Tracked

High-Level OKRs

• eCom + Retail Sales (combined target)
• Total Marketing Spend: $105Mbudget($58.1M Performance + $46.9M Brand)
• MER (Marketing Efficiency Ratio): Target varies by channel
• Advertising-to-Sales Ratio

Channel-Specific Metrics

Owned E-commerce (Shopify + Amazon + Walmart)

• eCom Sales Target: $436M (2026)
• Drink Mix Sales: $399M target
• Sparkling Sales: $37M target
• Performance Spend: $58.1M
• Acquisition MER: 2.4 target
• Blended CAC: $20.61
• Ad-attributed CAC, ROAS
• Subscriber Count tracking
• AOV, CVR, Traffic

Amazon Specific

• Total Sales Target: $229.6M (2026)
• Subscribe & Save tracking (separate revenue stream)
• “Other” Amazon sales (non-subscription)
• Performance Spend: $14.7M
• BuyBox Win Rate: 94% target (critical metric!)
• Subscriber Count: Separate for Drink Mix & Sparkling
• New vs. Returning Customer split

Shopify Specific

• Total Sales Target: $205.8M (2026)
• Subscription/Recurring Orders (separate tracking)
• Email revenue
• Direct traffic
• Organic/SEO
• Online DTC
• Partnerships revenue
• Paid ads (Meta, TikTok, Google, Bing, StackAdapt)
• Performance Spend: $43.4M

Walmart 3P

• Sales Target: $616K (2026) - much smaller channel
• Performance Spend: $65K
• Treated similarly to other channels with CAC, ROAS tracking

---

Key Observations

1. Manual Complexity

This spreadsheet has:

• 7 separate tabs exported as CSVs
• Hundreds of rows of data
• Monthly tracking (12 months × multiple metrics)
• Multiple deltas (Δ) calculations month-over-month
• Cross-references between tabs

Pain Point: Carlos is manually updating this entire structure

2. Metric Definitions Used

Revenue Metrics:

• “Sales” is the primary term used throughout
• “Net Sales” appears in some contexts
• No explicit “revenue recognition” timing visible
• Separate tracking for “Ad-attributed Sales” vs. “Total Sales”

Customer Metrics:

• New Customers - tracked by ad attribution
• Returning Customers - separate tracking
• Subscriber Count - active subscriptions
• Monthly Ship Rate - % of subscribers who receive shipment that month

Marketing Metrics:

• Performance Spend - paid advertising
• Brand Spend - brand marketing (separate $46.9M budget)
• CAC - Multiple definitions:
  • “eCom Blended CAC” (first time purchases)
  • “Ad-attributed CAC”
  • “Carlos CAC” (Carlos Only calculations)
• ROAS - Return on Ad Spend
  • “Ad-attributed ROAS”
  • “LC ROAS” (Last-Click ROAS)
• MER - Marketing Efficiency Ratio
  • “Acquisition MER”
  • Overall “MER”
• Advertising-to-Sales Ratio - inverse of MER

Conversion Funnel:

• Traffic / Clicks
• Sessions (in partnerships data)
• CVR (Conversion Rate)
• AOV (Average Order Value)
• CPC (Cost Per Click)
• CPM (Cost Per Mille/Thousand Impressions)
• CTR (Click-Through Rate)

3. Attribution Methodology

Multiple attribution approaches visible:

• Last-Click Attribution: “LC ROAS” = Last-Click ROAS
• Ad-Attributed: Direct attribution to paid ads
• Source Medium: Mentioned as data source (likely Google Analytics)
• New Customer Sales %: Tracking % of revenue from first-time buyers

4. Channel Breakdown Complexity

Amazon has 4 sub-segments:

1. Subscribe & Save (subscription revenue)
2. “Other Amazon” sales (one-time purchases)
3. Amazon Search (PPC)
4. Amazon DSP (display advertising)

Shopify has 12+ sub-segments:

1. Recurring Orders/Subscriptions
2. Email
3. Direct
4. Organic/SEO
5. Online DTC
6. Unknown
7. Partnerships
8. Meta (Facebook/Instagram)
9. TikTok
10. Google
11. Bing
12. StackAdapt (programmatic)
13. “Paid Media Returning Customer Sales” (aggregate)

5. Subscription Business Model

Both Amazon and Shopify track:

• Total Subscription Count
• Monthly Shipped Units
• Monthly Ship Rate (%)
• AOV for subscriptions
• Separate subscription revenue tracking

This is a key retention metric Carlos monitors closely.

6. 2025 Actuals vs. 2026 Targets

Dashboard includes:

• “Dec 25’” - December 2025 baseline
• Monthly 2026 targets
• Δ (delta) calculations between months
• “2025 YTD (Jan - Sep)” comparisons
• “Projected 2025” full-year estimates

7. Third-Party Support Tracking

Bottom of OKR tab tracks:

• WBX Third Party Support ($563K annual budget)
• JG Marketing Third Party Support ($330K)
• Tatari Third Party Support ($396K for TV/streaming)

These are agency/vendor costs on top of media spend.

---

Red Flags & Pain Points

1. Multiple CAC Definitions

• “eCom Blended CAC”
• “Ad-attributed CAC”
• “Carlos CAC (Carlos Only)”
• Different formulas/methodologies - needs alignment

2. ROAS Inconsistency

• “Ad-attributed ROAS”
• “LC ROAS” (Last-Click)
• “MER” (Marketing Efficiency Ratio) - is this the same as ROAS?
• Question: How do these relate to each other?

3. Manual Delta Calculations

Every month-over-month change (Δ) appears to be manually calculated

• Risk of formula errors
• Time-consuming to maintain

4. Data Source Unclear

• Where does “SourceMedium New Customers” data come from?
• Is “Ad-attributed” from ad platforms or Source Medium?
• How is “Partnerships” revenue tracked (UTM params? promo codes?)

5. Returning Customer Attribution

• “Performance Spend Returning Customer Sales” tracked separately
• Question: How is this attributed? Same customer clicking ads again?
• ”% Share of Total Paid Media Orders” - what’s the methodology?

6. Missing Retail Data

OKRs mention “eCom + Retail” but no retail data in these CSVs

• Likely in separate tracking
• Integration needed for true omnichannel view

---

Quick Win Opportunities

1. Automate Delta Calculations

Simple formulas can replace manual month-over-month % changes

2. Consolidate CAC Definitions

One agreed-upon CAC metric with clear documentation

3. Source Medium Integration

Direct API connection instead of manual data entry from Source Medium dashboards

4. Real-Time Dashboards

Convert static spreadsheet to live BI dashboard with auto-refresh

5. Unified Attribution Model

Document and agree on attribution windows and methodology

---

Data Flow (Current State - Best Guess)

Ad Platforms (Meta, Google, Amazon Ads, etc.)
    ↓
Manual exports or Source Medium scraping
    ↓
Source Medium Looker dashboards
    ↓
Carlos manually copies to Google Sheets
    ↓
Manual formulas and calculations
    ↓
Monthly review spreadsheet

Problem: Multiple manual steps, no single source of truth

---

Questions for Carlos (Dec 5 Meeting)

Data Sources & Process

1. Walk through: How do you populate this dashboard each month?
2. Which numbers come from Source Medium vs. direct platform exports?
3. How long does it take to update this full dashboard?
4. What’s the most time-consuming section?

Metric Definitions

5. What’s the difference between “Ad-attributed CAC” and “eCom Blended CAC”?
6. How do you calculate “LC ROAS” vs. “Ad-attributed ROAS”?
7. What does “Carlos CAC (Carlos Only)” mean? Different methodology?
8. How is “Returning Customer Sales” attributed to paid media?

Attribution & Tracking

9. How do you track partnerships revenue? (UTM params? Promo codes?)
10. What’s “SourceMedium New Customers” - is that from Google Analytics?
11. How far back can you see historical data for each metric?
12. Are there any metrics you wish you tracked but don’t?

Validation & Trust

13. How do you validate these numbers against actual revenue?
14. Do you reconcile with finance/accounting?
15. Which metrics do you trust most? Least?
16. Have you found discrepancies between Source Medium and ad platform data?

Business Questions

17. The Oct 2025 conversion rate drop (4.9% → 3.2%) - is that visible in this dashboard?
18. How do you analyze: “Why did subscriptions decline?”
19. Can you easily answer: “What’s my CAC by channel over time?”
20. How do you forecast/budget for next month given historical trends?

---

Dashboard Modernization Vision

Immediate (Phase 1 - Shopify/Amazon Focus)

• Automate Shopify sales data ingestion
• Automate Amazon Seller Central data ingestion
• Create unified “Paid Media Performance” dashboard
• Consolidate CAC/ROAS definitions

Near-term (Phase 2 - Attribution)

• Integrate ad platform data (Meta, Google, etc.) via APIs
• Build unified attribution model
• Create “Marketing Efficiency” dashboard with MER trends
• Add forecasting/anomaly detection

Future (Phase 3 - Omnichannel)

• Add retail data (Target, Walmart POS)
• Add wholesale data
• Build true omnichannel revenue dashboard
• Cross-channel analysis (retail cannibalizing e-commerce?)

---

Partnerships Dashboard (Separate Tracking)

From the “Top Partner Monthly” CSV - HIGHLY DETAILED:

Structure:

• 100+ individual partners tracked (truncated at 100 rows in export)
• Each partner has extensive metadata and performance tracking

Partner Details Tracked:

• Partner Name, Source/Medium
• Channels (Podcast, YouTube, Meta, Email)
• “Tribe” Segmentation:
  • Health Leader (Huberman, Dr. Lyon, Mark Hyman, etc.)
  • Information Seeker (Lex Fridman, 1440, The Skimm, etc.)
  • Performance Executive (Dan Go, Sahil Bloom, etc.)
  • Industrial Athlete (construction, military content)
  • Wellness, Diet & Nutrition, Athletes, Salty Mama, etc.
• Influencer vs. Media distinction
• Agency/Representative (Moonbeam, Scicomm Media, Adhesive Media, etc.)
• Lead owner (Blake)
• Contract start/end dates
• Partner status (Signed, Out - Waitlist, Discontinued)

Performance Metrics (Monthly & YTD):

• Monthly Net Revenue (primary sort)
• Revenue vs. Previous Month (% change)
• ROAS (Return on Ad Spend)
• CAC (Customer Acquisition Cost)
• Monthly Spend
• YTD Net Revenue
• YTD ROAS
• YTD CAC
• YTD Spend
• Annual Booked Spend (contract value)

Relationship Management:

• Content shoot priority
• Content usage rights (Organic, Paid, None, All)
• Current Agreement status
• Relationship Energy tracking
• “Fortification Monthly Summary” notes
• LLM Status
• Partner Landing Page Type (Generic, Testimonial, Custom)
• Partner Assets requested/received (TRUE/FALSE checkboxes)

Top Partners by Monthly Revenue (sample):

1. Dr. Andrew Huberman: $85,640monthly,$1.2M YTD, $2.2M annual booked
2. Nicki Entenmann: $7,637monthly,$105K YTD
3. Arnold Schwarzenegger: $4,995monthly,$55K YTD
4. Lex Fridman: $5,492monthly,$84K YTD
5. The Dr Lyon Podcast: $4,885monthly,$83K YTD

Key Observations:

• Huberman is massive - 10x larger than next partner
• Mix of individual influencers and media companies
• Multiple agency relationships to manage
• Very granular tracking (comments mention custom landing pages, MSAs, etc.)
• Some partners marked “Inactive” even with revenue
• Partnership fortification/relationship management is prioritized

Note: Will need Blake’s walkthrough to understand:

• How revenue is attributed (promo codes? UTM params?)
• What “LLM Status” means
• How “Relationship Energy” is measured
• Integration with Shopify data

---

Integration Points Needed

Current Tools (to integrate):

1. Shopify - DTC sales, subscriptions, customer data
2. Amazon Seller Central - Marketplace sales, Subscribe & Save
3. Amazon Advertising - Sponsored Products, DSP
4. Meta Ads Manager - Facebook/Instagram campaigns
5. Google Ads - Search & YouTube
6. TikTok Ads Manager
7. Bing Ads
8. Source Medium - Current analytics provider (Looker dashboards)
9. Email Platform - Email revenue tracking (Klaviyo? Mailchimp?)
10. Attribution/Analytics - Google Analytics? Segment?

Future Integrations:

11. NetSuite - ERP (Q4 2026 migration planned)
12. Stord - 3PL fulfillment data
13. Emerson/Spins - Retail POS data
14. Wholesale CRM - Google Sheets? (Laura’s system)

---

Business Context from Dashboards

Revenue Scale (2026 Targets)

• Total E-commerce: $436M
• Shopify: $205.8M (47%)
• Amazon: $229.6M (53%)
• Walmart 3P: $0.6M (<1%)

Marketing Budget (2026)

• Total: $105M
• Performance: $58.1M (55%)
• Brand: $46.9M (45%)

Shopify Performance Budget by Channel (2026)

• Paid Ads Total: $41.5M
  • Partnerships: $25.7M (62% of Shopify paid)
  • Meta: $6.4M
  • Google: $7.6M
  • Amazon DSP (for Shopify): Small portion
  • TikTok: $1.3M
  • Bing: $0.4M

Amazon Performance Budget (2026)

• Total: $14.7M
  • Amazon Search: $12.9M (88%)
  • Amazon DSP: $1.8M (12%)

Subscriber Economics

• Shopify Target: 400K+ subscribers by end of 2026
• Amazon Target: 281K subscribers (Drink Mix) + 48K (Sparkling)
• Monthly ship rate: ~53-57%
• Subscription AOV: $81.50(Shopify),$41.45 (Amazon)

---

Next Steps

1. Review this with Awaish before Carlos meeting
2. Cross-reference with Source Medium dashboards during that meeting
3. Validate metric definitions with Carlos on Dec 5
4. Document exact data sources for each metric
5. Map which metrics can be automated vs. need manual input
6. Prioritize which dashboards to rebuild first based on:
   • Manual effort required today
   • Business impact
   • Data availability