AOV, your average order value, is your revenue divided by your number of orders. Gross profit is what your products sold for minus what they cost you, plus the shipping your customers paid. Tendlio estimates it from your average margin.
Average order value #
On the Dashboard, the Avg order value card divides your revenue by your number of orders, for the period you pick with the buttons over the cards. Reports → Revenue does the same for the period you choose there, and its Month by month table shows an AOV for each month.
On both pages, revenue is what your orders were worth with tax taken off, and shipping is included. For example, 30 orders worth $2,400 after tax make an AOV of $80. Only orders with a status that counts as a sale are counted. A partial refund comes off your revenue on the day you issue it, and the order still counts. A fully refunded order drops out of both the revenue and the order count.
Read AOV next to Orders. AOV can go up while your business shrinks, because losing your smallest orders lifts the average.
AOV on your customer pages #
The Customer list and each customer’s profile count AOV from what customers paid: tax and shipping included, and a partial refund doesn’t come off. The Customers report also counts tax and shipping, but takes refunds off. So the same orders can show a higher AOV on these pages than on the Dashboard.
Two other reports show an AOV too. The Discount report’s AOV uses full order totals, tax and shipping included. Marketing & profit gives one for each order source, counted the same way as Reports → Revenue.
Gross profit #
Tendlio shows gross profit in four places:
- the Est. gross profit card on the Dashboard
- the Gross profit column in the Month by month table in Reports → Revenue
- the Gross profit card on the Forecast page, which names the margin it uses
- the Profit breakdown in Marketing & profit, a report under Experimental
All four work it out the same way. Tendlio takes what your customers paid for products, without tax and without shipping, and multiplies it by your average margin. Then it adds the shipping your customers paid, because shipping isn’t a product with a cost price. Gross profit doesn’t take off what your courier charges you. Marketing & profit takes that off further down, as Shipping cost.
Say a month brings in $10,000 after tax, $1,000 of it shipping, and your average margin is 40%. Your products sold for $9,000, which at a 40% margin leaves $3,600. Add the $1,000 of shipping, and gross profit is $4,600.
Your average margin comes from your last analysis, and each of the four places gives the date of that analysis. Tendlio measures the margin across the products that sell, with bigger sellers counting more. A product with a cost price brings its own margin. A product without one counts with an estimated margin when Tendlio estimates its cost (Cost tracking and the average margin explains when). Otherwise Tendlio leaves it out of the average. When most of your products have no cost price, your average margin is mostly that estimate, and Tendlio says so next to the figure.
Est. means estimate. Even with a cost price on every product, Tendlio applies one average margin to all your sales in the period, and the products you sold in that period may earn more or less than the average. For a single product, Profit/mo on Products & insights uses that product’s own price and cost: the price minus the cost, times its Sales/mo.
Until Tendlio has a margin to work with, the Dashboard has no Est. gross profit card, the Month by month table shows a dash for gross profit, and the Forecast page asks you to add cost prices.
Why the same orders show different amounts #
Tendlio counts the money from your orders in three main ways, each on purpose:
- Reports → Revenue, the Revenue and Avg order value cards on the Dashboard, and Marketing & profit count what your orders were worth with tax taken off. Shipping is included, and refunds come off.
- Your customer pages count what customers paid, tax and shipping included, because that’s what each customer spent. A partial refund doesn’t come off. These pages are Segments, the Customer list and customer profiles.
- Sales lift counts the products only, with no tax and no shipping, so a Tendlio feature isn’t credited with money that goes to the tax office or the courier. The one exception is Outlet’s estimate, which counts extra units at the discounted price and so includes tax if your prices do.
The Customers report sits between the first two: it keeps tax and shipping, and takes refunds off. So the same orders show the highest amount on your customer pages and the lowest in Sales lift.
Additional resources #
- How to track your net profit, CAC and ROAS
- How to give Tendlio your product costs
- How Sales lift counts what Tendlio brought in
- What your customer segments mean
- Are your discounts paying off? (Discount report)
Frequently asked questions #
Why is my AOV higher on the Customer list than on the Dashboard? #
The Customer list counts what customers paid, tax and shipping included, and a partial refund doesn't come off. The Dashboard takes tax and refunds off.
Does gross profit take off my shipping costs? #
No. It adds the shipping your customers paid and leaves your courier bill for Marketing & profit, which takes it off as Shipping cost.
Why does it say Est. even though I entered all my costs? #
Gross profit applies one average margin to all the sales in the period. The products you sold in that period may earn more or less than the average.