Are we on pace for the month?

The Performance page opens on the month so far: store revenue, orders, AOV, new customers, ad spend, MER, new-customer CAC and email share of revenue, each against last period and, where you’ve set one, its target. One chart puts revenue, ad spend and the target line together.

Start free trial Book a demo

14 days free. A card is needed to start, and nothing is charged until the trial ends.

Northlight’s Performance overview, month to date (vs Aug 1, 2026 – Aug 17, 2026): the pace line (€71.6k of €145.5k September plan · 92% of pace · 14 days left), then eight KPI tiles, net revenue €71,579 (+6.1%), orders 671 (+7.0%), AOV €106.67 (-0.9%), new customers 293 (-21.4%), ad spend €19,321 (+3.3%), MER 3.70x (+2.7%), new-customer CAC €65.94 (+31.5%), email share 23.5% (-0.5 pp), 5 of them with a plan or target chip, then the revenue and ad spend chart by day with its dashed target pace line, and the €5,280 a day it takes to reach €145,500. — Performance, paced against the month’s targets. Demo data: Northlight, a fictional brand.

Pace to month, for every target

Set monthly targets once: store revenue, ad budget, MER, new customers, new-customer CAC and contribution after ads. Kreel paces each one month to date on a straight line through yesterday and marks where it stands: behind, on pace or ahead for revenue and new customers, within or over for the ad budget, met or missed for MER and CAC. It also tells you how much revenue a day you need for the rest of the month (“To reach €145,500: €5,280 / day for the 14 days left in September”). If you’ve planned the year in a budget plan, pace follows the plan instead. The plan is a 12-month grid you can paste in from a spreadsheet. Each save becomes a new version, and “Show actuals” puts each month’s result under its plan.

Ember Goods’ month-to-date pace (€21.2k of €49.1k September plan · 81% of pace · 14 days left) above two of its KPI tiles: net revenue €21,200 with its plan chip, Plan €49.1k · 81% of pace, marked behind, and new customers 152 with Plan 280 · 102% of pace, marked on pace. — The month’s pace and the targets behind it. Demo data: Ember Goods, a fictional brand.

Northlight’s budget plan, version 3 · active, with Show actuals on: each line (ad spend by platform, other marketing, net revenue, new customers, MER, CM1) by month, with the month’s actual under its plan. Below, the versions panel on v3 · active · Sep 2, 2026 · Sofia Harbor: “September update: more Meta budget for the Q4 gifting push, revenue plan raised to match”, 12 cells changed from v2, the first three listed with before and after (Meta Ads spend Oct 2026 22,090 → 23,860; Meta Ads spend Nov 2026 25,850 → 27,920; Meta Ads spend Dec 2026 27,630 → 29,840). — The budget plan with each month’s actual under its plan, and what changed from the version before. Demo data: Northlight, a fictional brand.

What changed since last week, in plain sentences

Beside the numbers, a rail lists what moved in the period: a campaign whose spend or ROAS swung against its baseline, a product close to selling out, a return rate far above the store average, a Meta ad wearing out, an email send whose bounce rate jumped, an ad platform running over its budget plan. Each finding says what it compared against, and “Show me” takes you to the row. Switch on alerts and new findings go to Slack, and critical ones to email, once a day.

The “What changed” rail on Northlight’s Performance page (1 critical, 5 warnings; Sep 1 – Sep 17 vs Aug 1 – Aug 17 · all accounts · ranked by severity, then size of change), its first three findings: Critical · Stockout risk · Shopify, “Polar Barrier Cream has 4.4 days of cover (42 in stock), under the 14-day alert; €4,585 store net revenue at risk”; Warning · Creative fatigue · Meta, “Midnight Oil Ritual | video | oil | v3 CPC rose 31% vs the prior 7 days: €0.77 → €1.01; ROAS (platform-reported) fell 23%; hook rate fell 29%”; Warning · High returns · Shopify, “Tundra Eye Balm refunded 12.50% of units sold (13 of 104), 2.2× the store's 5.68%”. Each names its evidence, source and window, with a button to open the page it’s about and an Ask agent menu. — The “What changed” rail on a brand’s Performance page. Demo data: Northlight, a fictional brand.

Contribution after ads, month by month

The Margin page walks from store revenue through tax, shipping, product cost and an optional flat fulfilment cost to product margin (CM1), then takes off ad spend from Meta, Google and TikTok to leave contribution after ads. Each month says how much of its revenue has a product cost behind it, and when that falls below 80% Kreel withholds the figure instead of guessing. A product table under the ladder ranks margin by product and lists the products still missing a cost.

Costs come from the unit cost in Shopify, a CSV you import with a preview of every change, or your AI. The missing-costs list is sorted by the revenue each gap puts at risk, so you can fix the biggest gaps first.

The ladder stops at contribution after ads. It uses today’s unit costs, so editing a cost restates past months, and it excludes tax and shipping.

Northlight’s Margin page, last 90 days: a line chart of net merchandise, product margin (CM1) and contribution after ads by month, above the contribution ladder (Jun 2026 (19–30 Jun, partial), Jul 2026, Aug 2026, Sep 2026 (1–16 Sep, partial)), walking from store revenue through tax, shipping, product cost and fulfilment to product margin, then ad spend, to contribution after ads, each month’s target in its cell and how much of its revenue has a cost behind it. — The contribution ladder, from store revenue down to contribution after ads. Demo data: Northlight, a fictional brand.

Northlight’s product costs: the coverage strip (revenue coverage, 90 days 87.5%; revenue at risk, 90 days €39,848; catalog coverage 63.6%) above the missing costs ranked by revenue at risk over 90 days, 8 variants, €39,848 in all, from Arctic Peptide Complex / Default Title (€16,197, 214 units) down, each with why it’s missing and an Add cost field. — Product costs: coverage, and the missing costs ranked by revenue at risk. Demo data: Northlight, a fictional brand.

Are new customers paying back the ads?

Under the chart, new-customer MER (first-order revenue over ad spend) and contribution after ads sit next to new-customer CAC. Together they show what a new customer cost and what the first order earned, for example a €65.94 new-customer CAC next to a new-customer MER of 1.55x on €29,894 of first-order revenue.

Did traffic change, or did conversion?

Connect Google Analytics 4 and the Website tab shows sessions, engagement rate, purchase session rate and the shopping events (viewed product, added to cart, began checkout, purchased) by channel group, source, landing page and device. When revenue moves, you can see whether traffic moved or conversion did. GA4 stays labelled as GA4 and is never added to store or ad revenue.

Northlight’s Website tab from GA4, last 30 days: sessions 49.3K (+11.2%), engagement rate 61.7% (+0.3 pp), purchase session rate 2.1% (0.0 pp), ecommerce purchases 1.1K (+9.0%), then traffic acquisition by channel group (Organic Search, Paid Social, Direct, Paid Search, Email, Cross-network, Organic Social, Referral) with sessions, share, engagement rate and purchase session rate, and the shopping activity events (Viewed product 113.1K, Added to cart 15.5K, Began checkout 5.2K, Purchased 870). — Sessions and purchase session rate from GA4, by channel group. Demo data: Northlight, a fictional brand.

Also on this page

Your revenue rules.: Include or leave out tax and shipping, and drop POS or wholesale channels from every number.
Several stores, one currency.: Report a brand’s stores and ad accounts together, converted into one currency at each day’s rate, or narrow to one store or a saved group such as “EU”.
Comparisons that say when they can’t compare.: Pick previous period or last year; if the history doesn’t cover it, the tile says why instead of showing a number.

Ask it in your own AI

Ready-made prompts and the question each answers
Prompt	The question it answers
Weekly report	How did last week go against our monthly targets, and what changed?
Monthly margin review	What was September’s contribution after ads, and how much revenue had a cost behind it?
Monthly report	How did the month compare with the one before, channel by channel?
Daily pulse	Anything off yesterday in spend, delivery or pace?
Ask about this view	Why did this tile drop? (Press Ask on any tile.)

Every prompt runs in your Claude or ChatGPT. Kreel never writes to your store or ad accounts.

A mock Claude conversation running Kreel’s monthly margin review for August: the cost-coverage line and basis first, then the ladder from store revenue to contribution after ads against July, and contribution per euro of ad spend. — The monthly margin review in your own Claude. Demo data: Northlight, a fictional brand.

What it needs

Shopify for store revenue, orders, AOV, new customers and margin.
Meta, Google Ads or TikTok (any one) for ad spend, MER, new-customer CAC and contribution after ads.
Klaviyo (optional) for email share of revenue.
Google Analytics 4 (optional) for the Website tab.
Product costs covering at least 80% of revenue for margin. Shopify’s unit cost counts.

A tile whose source isn’t connected says “not connected” rather than showing zero.

Questions about Kreel, answered plainly

All questions

Why doesn't Kreel's revenue match Shopify's Total sales report?

They count different things. Kreel shows the current value of orders placed in the period, with refunds counted in the period they happen, under the revenue rules you choose (with or without tax, shipping or POS sales). Shopify’s Total sales report adds up sales and returns as events on the day they happen. Both are right for what they measure, and Kreel’s definitions are published in the docs.

Does the margin include shipping costs, payment fees or overheads?

No. The ladder stops at contribution after ads: revenue less product cost, an optional flat fulfilment cost and ad spend, excluding tax and shipping, at today’s unit costs. Payment fees and shipping costs aren’t subtracted, and it isn’t a full P&L.

Does pace allow for seasonality?

No. Pace is a straight line from the first of the month to yesterday. For uneven months, put the month’s numbers in a budget plan.

What does MER mean in Kreel?

Store revenue divided by total ad spend across Meta, Google and TikTok. It’s a store number, not a platform’s ROAS. Each platform’s own ROAS is on Paid ads.

Can I use it with Shopify only?

Yes. The store tiles, products, margin (CM1) and cohorts work with Shopify alone; ad tiles show “not connected” until you add a platform.

Grow your ecommerce brand from one place.