Aurora Skin Co

What to fix today

Store USDSample data

Every figure below belongs to a fictional store. Nothing here is a live merchant account.

Fix todayas of 2026-08-10

Investigate CAC spike

CAC rose sharply vs the prior period - check creative fatigue and audience overlap.

See alerts

Contribution margin (CM2) dropped 24% versus the prior period because return rate rose and ad costs increased.

Health score

64/100

Watch

CM2 margin slipped vs prior period

Numbers as of 2026-08-10

CM2 trend

CAC

Returns

COGS data

100

CM2 (14d)

$1,675₹1,62,096

14.2% of net revenue

What's left after product costs, shipping, fees and ad spend.

Blended CAC

$50.40₹4,878.05

Target $45.00 · ₹4,355.10

Average ad spend to win one new customer.

LTV (est.)

$181₹17,496

LTV:CAC 3.6x

Margin one customer is expected to produce over time.

Payback

Repeat rate 83.9%

Days for a customer to earn back what they cost to acquire.

P&L to contribution margin

CM1 66.1% · CM2 14.2%

Line

Amount% of net

Gross revenue

$12,656₹12,24,848107.5%

Discounts

-$304-₹29,460-2.6%

Refunds

-$583-₹56,423-5.0%

Net revenue

$11,769₹11,38,965100.0%

Variable costs

-$3,995-₹3,86,625-33.9%

CM1

$7,774₹7,52,34066.1%

Ad spend

-$6,099-₹5,90,244-51.8%

CM2

$1,675₹1,62,09614.2%

Daily contribution margin

What changed

Movements of 8% or more against the previous 14 days.

Contribution margin (CM2)

$1,675 · ₹1,62,096 from $2,201 · ₹2,12,993

23.9%

Ad spend

$6,099 · ₹5,90,244 from $5,105 · ₹4,94,086

19.5%

Blended CAC

$50 · ₹4,878 from $43 · ₹4,152

17.5%

Return rate

4.6% from 3.9%

19.5%

Also worth doing

Lower priority than today's focus, but still worth your time.

Scale back meta until CM2 recovers

meta is CM2-negative after ads. Shift budget to channels with positive CM2.

Open economics

These are the same panels you get on your own Shopify data, on day one.