Did this period’s customers make you money, and which ones.
Gross sales to customer profit for any period, every line sourced to Shopify. Free, the morning after you connect.
Customer P&L
| Line | September 2026 | August 2026 | Change |
|---|---|---|---|
| Gross sales | 1,184,320 | 1,142,880 | +41,440 |
| Less discounts | -131,460 | -128,110 | -3,350 |
| Less refunds | -168,905 | -151,320 | -17,585 |
| Net revenue | 883,955 | 863,450 | +20,505 |
| Less product cost | -371,261 | -364,180 | -7,081 |
| Contribution after product cost | 512,694 | 499,270 | +13,424 |
| Less fulfillment | -64,120 | -62,980 | -1,140 |
| Less payment fees | -31,344 | -30,610 | -734 |
| Contribution after fulfillment and fees | 417,230 | 405,680 | +11,550 |
| Less acquisition spend | -221,900 | -227,270 | +5,370 |
| Customer profit | 195,330 | 178,410 | +16,920 |
From what you sold to what you kept.
Read it like an income statement, for any period, against the prior period or the same period last year.
Gross salesSales
DiscountsDisc.
RefundsRefunds
Product costCost
Fulfillment and feesFulfil.
Ad spendAds
Customer profitKept
Every line traces to Shopify.
Orders, discounts and refunds, as Shopify records them. Refunds count when they are issued, and the figures are restated when a late one arrives.
Product cost, with its basis shown.
From your own cost records. Where an item has no cost, the statement says what share of the line is estimated.
Only the costs you supplied.
Fulfillment, fees and ad spend are deducted where you provided them, and marked as yours. Nothing is guessed.
First-time or repeat: see who made the money.
First-time buyers, repeat buyers, refunds on earlier orders and cancelled orders, each with its contribution. The rows add up to the statement.
Who made it
| Who | Customers | Contribution | Per customer |
|---|---|---|---|
| First-time buyers | 3,812 | 184,590 | 48.42 |
| Repeat buyers | 4,106 | 331,300 | 80.69 |
| Refunds on earlier orders | 61 | -3,196 | – |
Added by Tacet playbooks
Every playbook, against the store’s held-back group
95% range +4,200 to +20,700 · 3 Aug to 5 Oct 2026
+12,480
What the playbooks added, read against held-back groups. Never Klaviyo’s attributed revenue.
Under the statement, one answer each
By acquisition cohort
Each month’s new customers: contribution to the period’s end, that month’s spend, and payback.
Of the last 12 months of new customers, 9 have paid back their acquisition spend. March 2026 paid back in month 4.
By entry product
First-order products, ranked by contribution per customer in their first 90 days.
Best first product: Waxed Field Coat, $175.93 contribution per customer in their first 90 days (445 buyers).
Returns detail
Refund rate by product type, and first orders refunded or kept.
Refunds were 14.3% of this period's sales. Most refunded: Denim, 38% of refunds. 9.1% of first orders came back in full.
Know which customers made you money last month, free, by tomorrow morning.
Know what each customer is worth from here.
The statement is history. Forward CLV is each customer’s value over the next 12 months, after product cost and expected returns, valued in today’s dollars. A forecast, kept beside the statement, never inside it.
Forward CLV · current customers
$4.21M
Range $3.91M to $4.52M, across 61,480 customers with an order.
Past their reorder point, in no flow
$812,400
Forward CLV held by 5,051 customers past their own reorder point and in no flow.
Top 10% of customers
64%
Of all Forward CLV, held by the top 10% of customers. That is where the budget belongs.
81%
Top 10% of customers · Share of next 90 days' profit
Does the ranking hold up? Ranked by Forward CLV, then watched for 90 days, it did.
The top 10% of customers by Forward CLV produced 81% of the next 90 days' profit. About 8 times what a random 10% produces.
Knowing who is worth more is half the work. The playbooks act on it, starting in your Klaviyo, and each is measured in dollars against customers who never got it.
See the playbooksA number your CFO can sign.
Shopify’s data has edges that quietly bend a margin. The statement handles each one and says so, so nobody finds it for the first time in a board meeting.
Exchanges are not refunds.
Shopify writes an exchange as a $0 order, so it reaches the refunds line only when money went back.
Restated, never frozen.
When a late refund arrives, the figures it touches are restated, not left at the number you first saw.
Pass-through money stays out.
Shipping protection, gift cards and tax never reach net revenue. They were never yours to keep.
Every week, what moved and what to do next.
A short brief in Slack or email, written from the same statement. You do not open a dashboard to find out.
The Brief
Is the machine running
Running. Two playbooks live, one proposed. Nothing needs you today.
- Scored last night, 61,480 customers
- Klaviyo connected
- Held-back groups drawn
- Rules in force
Your one decision
The second-purchase play for Field Coat buyers.
2,144 customers, 536 held back, no discount. Expires Monday 2 Nov at 09:00.
Read the playProof
+$12,480 added so far, against the customers held back.
Reorder reminders, 3 Aug to 5 Oct. The 95% range is +$4,200 to +$20,700, and it narrows every week.
Next opportunities
1,943 customers well past due, $272,400 of Forward CLV. The win-back audience, drafted for next week.
Promo Loyalists: 5,960 customers, 16.4% promo reliance. A full-price read is ready to propose.
Read-only on your store.
Tacet reads Shopify and never writes to it. Customer data is limited to name and email, plus orders and refunds.
Nothing sends without your GO.
Your admin switches every playbook on. It sends from your own Klaviyo, under your sender.
Every result measured against customers who didn't get it.
A group is held back from every playbook. Results are read in profit, after product cost, discounts and refunds.
Know which customers made you money last month.
Your customer P&L, free, the morning after you connect Shopify.