Revenue = Shopify order total after discounts, refunds and edits, excluding tax, including shipping charged (by order date, store time zone; test and cancelled orders excluded). COGS + shipping: Sajada uses the SKU costs registered in TrueProfit plus a shipping model built from TrueProfit's per-country rates (Sep 2026). Everprint and Printique use the real Gelato invoice per order (EUR incl. VAT, converted at the ECB rate); orders Gelato hasn't billed yet are estimated from the matched cost ratio and flagged. Fees = actual Shopify Payments fees; other gateways use the assumed rates in config. Ad spend = Meta only, converted at the ECB rate when the ad account currency differs. Contribution = Revenue − COGS − shipping − fees − ad spend (before team, apps and other overhead). MER = Revenue ÷ ad spend. nCAC = ad spend ÷ first-time customers.