Profit and Loss
What each line means, and what to do if your net profit is showing a dash.
Profit and Loss takes every order in the period you have chosen, subtracts what it cost you, and shows what you actually kept.
What each line means
Revenue — the total value of the orders placed in this period.
Discounts, refunds and tax — shown on their own lines so you can see the difference between what was ordered and what you kept.
Cost of goods — what the products you sold cost you. This comes from the costs you have set. If you have set different costs for different countries or variants, Aplon uses the most specific one it has for each sale.
Gross profit — revenue minus cost of goods.
Payment fees — your payment provider's cut. Where Shopify tells us the real fee, we use it. Otherwise we work it out from the rates you have set in Settings.
Shipping — what you charged customers, shown next to what shipping cost you. The cost side comes from any expense you have filed under "Shipping".
Ad spend — from your connected Meta and Google accounts, plus anything you have added by hand.
Expenses — your other running costs, such as software, rent and salaries.
Net profit — what is left at the end. Net margin is that as a percentage of revenue.
Why is my net profit showing a dash?
Because something in the sum is still missing, and we would rather show you nothing than a number that is too good to be true. A missing cost always makes profit look higher than it is.
The screen tells you which of these it is:
Some products have no cost set. Open the cost grid and fill in the gaps. This is by far the most common one.
Payment fees are not set up. Some orders have no fee from Shopify and no rate for us to work one out. Add your rates in Settings.
Your ads are billed in a different currency. If you sell in dollars and Meta bills you in pounds, we convert it and say so. We only stop when there is no exchange rate available at all.
An expense is in a currency we could not convert. Same idea. We leave the row out rather than count £100 as $100.
Gross profit only needs your product costs, so it often appears while net profit is still waiting on something else.
A note on dates
"Today" means today where your store is, not UTC.
If your period starts partway through a day, we start counting costs from the first full day it covers. Otherwise you would see a whole extra day of ad spend and expenses charged against sales that were never in the period.
Related
Still stuck? Send us a message — we reply by email, usually the same day.