Validation

Every number on the dashboard, traced to source.

Pulled directly from ShopifyQL FROM sales (Shopify Admin's reportable convention) and Supermetrics data_query. Every figure here can be cross-checked against the equivalent Shopify Analytics or platform report.

If a number on the leadership dashboard looks off, this page is the first place to look.

Definitions

How each metric is calculated. Differs slightly from Shopify's native displays in places — intentional, per the spec.

Net sales: Throughout this dashboard: ShopifyQL net_sales + shipping_charges = gross sales − discounts − returns + shipping. Excludes taxes. Differs from Shopify's native net_sales (which excludes shipping).
Gross profit: ShopifyQL gross_profit. COGS is derived as (ShopifyQL net_sales) − gross_profit — uses ShopifyQL's net_sales (no shipping) since shipping isn't a product cost.
AOV: net sales (incl shipping) ÷ orders. Shopify's native average_order_value uses net_sales ÷ orders only (no shipping), so our number is ~£1 higher per order on average.
Orders: ShopifyQL orders — includes all sales channels (Online Store, Skio Subscriptions, Shop, TikTok Shop, etc.). Does not include Draft Orders or cancelled orders.
New customer: customers − returning_customers for the week. A "new" customer's first-ever order falls in that week.
New vs existing order: For the AOV breakout: an order is "new" if it's the customer's first-ever lifetime order (determined from a bulk Admin GraphQL pull of customer.numberOfOrders). All later orders from the same customer are "existing" — including any subsequent orders within the same window. ShopifyQL aggregates don't expose this split.
Rolling 6mo LTV: Net sales ÷ distinct customers in trailing 26 weeks. Sampled every 4 weeks; 27 sample points across the past 2 years.
COGS (cost of goods sold): Derived as ShopifyQL net_sales − gross_profit per day/week. Shopify computes gross_profit per order line item using each variant's unitCost field, so this aggregate is the sum of every product's per-unit COGS × quantity sold — i.e. exactly the product-level COGS rolled up. The "COGS" column in the daily breakdown below should match the sum of the per-product COGS table further down (within rounding).
CM1 / CM2 / CM3: CM1 = net sales (incl ship) − COGS. CM2 = CM1 − fulfilment (UK £4 / US £8 / EU £8 / RoW £12 per order) − Shopify Payments fee (2.27% of net sales incl ship). CM3 = CM2 − blended Google + Meta + TikTok ad spend.
Region: From billing_country. UK = United Kingdom + GB. US = United States + US. EU = EU27 + EEA + Switzerland. RoW = everything else (computed as Global − UK − US − EU).

Last 14 Days — Daily Breakdown (Global)

Direct ShopifyQL pull:

FROM sales SHOW orders, gross_sales, discounts, returns, net_sales, shipping_charges, taxes, total_sales, gross_profit, average_order_value, customers, returning_customers TIMESERIES day SINCE 2026-04-23 UNTIL 2026-05-06

. The "Net sales (incl ship)" column matches what's used on the dashboard; "ShopifyQL net" is shown for reference.

Day	Orders	Gross sales	Discounts	Returns	ShopifyQL net	Shipping	Net sales (incl ship)	Taxes	Gross profit	COGS (net−GP)	Margin %	Shopify AOV	Our AOV	Customers	Existing	New
14-day total

By Sales Channel (Last 14 Days)

Skio Subscriptions are recurring auto-replenishment orders — lower AOV than Online Store. This is why blended AOV looks lower than you might expect from Shopify's "Online Store" view alone.

Channel	Orders	Net sales	AOV	% of net

By Product Type (Last 14 Days)

Top product types by net sales. Useful for sanity-checking the AOV mix.

Product type	Orders	Net sales	AOV

AOV by Customer Type

From a Shopify Admin GraphQL bulk operation. Order classified as new if it's the customer's first-ever lifetime order (lifetime count == orders in window AND earliest in-window). Everything else is existing. Region from shippingAddress.countryCodeV2. ShopifyQL aggregates don't expose this split.

Cohort	Orders	Net (incl ship)	AOV (incl ship)	Share of orders

Daily breakdown

Day	New orders	New revenue	New AOV	Existing orders	Existing revenue	Existing AOV	New share %
Window total

Caveat: a customer who placed multiple orders in our window where one of them is their first-ever lifetime order — we count the first as "new" and the subsequent ones as "existing" for this customer. This is the right behaviour: from the second order onwards in their lifetime, they are an existing customer.

COGS Validation by Product (Last 14 Days)

Top 20 products by net sales. COGS is derived as ShopifyQL net_sales − gross_profit per product, summed across orders. Units sold come from FROM inventory SHOW inventory_units_sold; full-size SKU names are matched to sales rows. Use the "COGS / unit" column to sense-check against the actual cost you pay per unit. Outliers (margin < 70% or COGS/unit looking off) are worth investigating.

Product	Orders	Units sold	Net sales (excl ship)	Gross profit	COGS	Gross margin %	COGS / unit
Top-20 total

Gross margin % here = gross_profit ÷ ShopifyQL net_sales (i.e. net excl shipping). This isolates product-level economics from shipping mix. Skincare blended gross margin typically sits 80–88% — anything materially below suggests a costing or returns issue worth digging into.

Reconciliation: Daily → Weekly

Sum the daily ShopifyQL results for week-of-2026-04-27 (Mon–Sun) and confirm they match the weekly TIMESERIES pull used on the dashboard. Identical = the dashboard math is sound.

Metric	Daily sum (Mon–Sun)	Weekly TIMESERIES	Δ	Status

Region Split Sanity (Week of 2026-04-27)

UK + US + EU + RoW must sum exactly to Global. If these don't reconcile, the regional dashboard charts are wrong.

Metric	UK	US	EU	RoW	Sum (UK+US+EU+RoW)	Global (TIMESERIES)	Status

Q1 LTV by Region — Cross-Check

Two independent ShopifyQL queries: SINCE 2024-10-01 UNTIL 2025-03-31 and SINCE 2025-10-01 UNTIL 2026-03-31. UK and US are pulled directly; EU is summed across EU27 + EEA + CH; RoW is computed as Global − UK − US − EU.

Region	Q1 2025 customers	Q1 2025 net sales	Q1 2025 LTV	Q1 2026 customers	Q1 2026 net sales	Q1 2026 LTV	Δ%

Ad Spend Totals (30 Months)

Direct from Supermetrics. Cross-check against each platform's billing or campaign manager.

Platform	Accounts	Total spend
Google Ads	Dr Sam's UK (7873961588) + US (6022136092)
Meta Ads	Dr Sam's GBP (act_4107038206239334) + US (act_624212431972703)
TikTok Ads	UK (7070060217039355905) + US (7210028590547746818) + AU (7286512101391384578)
Total blended marketing

Open Questions / Things to Verify

If any of these resolve differently than assumed, the dashboard numbers will need to shift.

AOV expectation: blended AOV is £44.90 (last 14 days). Online Store alone is £49.31. Skio Subscriptions averages £39.88 and contributes 28% of net. If your reference benchmark is Online Store only, this dashboard's blended AOV will look low; if it's Shopify's native AOV (no shipping), our AOV will look ~£1 high per order.
B2B / wholesale orders: ShopifyQL FROM sales includes all order types except Draft Orders. If you want to exclude wholesale, we'd need a B2B-flag filter in v2.
Returns: ShopifyQL net_sales already nets returns. Refunds processed after the order's original date are reflected in the original day's net sales (so historical numbers may shift slightly as returns settle).
Marketing scope: only Google + Meta + TikTok. If you also run Klaviyo, influencer, affiliate, or other paid channels we should add them to CM3.