Advanced SKU Analytics
Advanced SKU Analytics delivers profitability by SKU. It informs users of the gross profit per unit and gross profit margin for every SKU with all costs included - product COGS, shipping and fees.
The page includes two views: Profit Per Unit and Gross Sales.
Profit Per Unit
This view displays KPIs on a per unit basis. To arrive at meaningful results, MarginDriver generates these values using only single-SKU orders.
Single-SKU orders are defined as orders that include only a single SKU number. They may include orders with product quantities greater than 1 of the same SKU but no orders with more than a single line item SKU.
Relying on single-SKU orders ensures that the results are as accurate as possible and not distorted by shipping costs and fees attributable to the other SKUs included in multi-SKU orders.
The Profit Per Unit results are calculated by taking the total Product Quantity of all single-SKU orders and dividing by the following totals to arrive at per unit results:
- Product Revenue
- Product Cost
- Product Markup
- Shipping Revenue
- Shipping Cost
- Total Revenue
- Total Cost
- Fees
- Gross Profit
- Gross Profit Margin
A note on Total Product Quantity Sold: unlike the rest of the data in the Profit Per Unit view, this value is inclusive of all orders, both single-SKU and multi-SKU. This is done to inform the user of the true sales volume of each SKU. A large gross profit per until or gross profit margin on a SKU should be understood in the context of how much sales volume the SKU accounts for.
Some users may want to exclude the Advertising Costs and/or Indirect Channel Fees from the Profit Per Unit results. These are costs that are charged to the seller's entire account and not attributable to specific orders. MarginDriver accounts for them by taking the monthly totals and dividing them by the sales channel's total orders for the month. Check boxes are provided to independently exclude the Advertising Costs and/or Indirect Channel Fees from the calculations. To view the adjusted results, check one or both boxes and click the Go button.
Gross Sales
This view displays SKU-level results for total sales volume and product profitability (Product Revenue - Product Cost).
The totals for this view are derived from ALL orders - both single-SKU and multi-SKU. Because multi-SKU orders are included, metrics like Shipping Revenue/Cost and Fees are omitted from the Gross Sales view.
Note that the Product Quantity value in the Gross Sales view is the same as the Total Product Quantity Sold value in the Profit Per Unit view. In both cases, this value is the total number of units sold in ALL orders.
Filters
The SKU and Product Name fields utilize Equals/Contains/Begins With/Between operators for searching and filtering orders.
- Equals: If the exact desired SKU number is known, choose Equals and enter it in the search box.
- Contains: If only a portion of the SKU number is known, choose Contains and enter that text string in the search box to return all results that include that text string in some portion their SKU number.
- Begins With: If only the first character or string of beginning characters is known, choose Begins With to retrieve all SKUs matching the leading character(s).
- Between: To search for a range of orders, choose Between and enter the low SKU number in the From box and the high SKU number in the To box. This will return all orders that fall within the specified range.
After entering a search and clicking Apply Filters, click on the title of any column to sort the result in ascending or descending order.
There are also three additional filters that are not visible in the data table but can be adjusted using the Select Filters menu next to the date menu.
Users can filter the results by Brand, Category or Supplier by choosing an operator (Equals/Contains/Begins With/Between), entering a valid value and clicking either Go or Apply Filters.