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Online retailers
Margin per channel, including returns
Ad spend, returns and cost prices set alongside revenue, so budget flows to the channels that are actually profitable.
Situation
Channels were judged on revenue reported by the ad platforms. Returns and purchase margin lived in other systems, so the real profit was unknown.
Approach
- —Connected the shop, ad platforms and accounting
- —Margin calculation after ad spend and returns
- —Alerts on falling margin or rising return rate
- —AI summary of return reasons per product
Result
- Budget shifted to channels with proven margin
- Return reasons per product visible and actionable
- Daily instead of monthly course correction