Sample memo built from SYNTHETIC data for a fictional store. Not real business results.
Ferry Metrics
Monday profit memo · Larkspur & Pine 26 Oct – 1 Nov 2026
Good morning. Here is last week in one minute.
You kept $4,689 in contribution profit last week, down 12.3% on the week before, even though sales rose 5.0%. The gap is ad spend: it went up $810, and $756 of that went to two campaigns that lose money.
Contribution profit
$4,689
▼ 12.3%vs last week
after product costs, shipping, fees, refunds and ads
Net sales
$19,841
▲ 5.0%vs last week
313 orders · AOV $67.77
Blended ROAS (MER)
4.76x
▼ 15.5%vs last week
net sales ÷ all ad spend ($4,166)
Cost per new customer
$18.68
▲ 21.4%vs last week
223 new customers
Refund rate
7.5%
▲ 1.1 ptsvs last week
$1,490 refunded
Contribution margin
23.6%
▼ 4.7 ptsvs last week
of net sales
Weekly contribution profit, last 12 weeks
Do these 3 things this week
1
Pause GOOGLE | PMax Broad today
It spent $1,130 last week for a 0.76x return on Shopify orders (Google reports 1.50x). Over 90 days it lost $4,833 after product, shipping and payment costs. Move half the budget to Brand Search and Shopping, which return far more.
2
Stop advertising the Ceramic Diffuser Set until returns are fixed
It lost $9,901 over 90 days once returns, shipping and $13,218 of ads are counted. Pause META | Diffuser Launch ($823 last week), ask the supplier about breakage, and test sturdier packaging or a higher price before restarting.
3
Ask Shopify about a missing payout
Shopify marked a $2,128.15 payout as paid on 28 Oct, but it has not reached the bank. Check the bank account on file in Shopify, then contact Shopify Support with payout ID SP-PO-20261028.
What changed
Ad spend rose 24.1% to $4,166, so blended ROAS slipped from 5.63x to 4.76x and each new customer cost $18.68 (was $15.39).
Refunds were $1,490 (7.5% of sales). The Ceramic Diffuser Set was $794 of that, and 19.1% of the units sold in the last 90 days came back.
Meta says its ads returned 3.95x and Google says 2.85x. Matched to real Shopify orders it was 2.55x and 1.94x, so the actions in this memo use the Shopify numbers.
What the ad platforms claim vs. what Shopify shows
Last week's return on ad spend
Platform says
Shopify orders
Meta ads
3.95x
2.55x
Google ads
2.85x
1.94x
All sales ÷ all ad spend (MER)
—
4.76x
Contribution profit = net sales + shipping charged − product cost − shipping labels − payment fees − refunds and return costs − ad spend. Blended ROAS (MER) = net sales ÷ total Meta + Google spend.
Every figure in this memo was checked against the source data before sending. Reply to this email with any question and you will get an answer within one business day.