Action recommendations at the top#
At the very top of the dashboard (above the KPI cards) you see a short summary of recommendations from Margly — a few concrete things to focus on now. Between this block and the KPI cards you'll then find links to individual analyses in the AI Advisor (Margins, Customer retention, Products, Shipping, Ads). Clicking launches the given analysis over your real data.
Detail in Using the AI Advisor and My Tasks.
KPI cards below recommendations#
Below the recommendations block you see a set of key KPIs for the chosen period (default: this month). For each one there is a delta vs. the previous period (green = increase, red = decrease).
Revenue#
Sum of all paid orders for the chosen period. Canceled and refunded orders are not counted. Margly displays values incl. VAT or excl. VAT according to your choice in VAT settings.
Orders#
Number of paid orders for the chosen period. Canceled and refunded ones are not counted.
Average order — AOV#
Revenue divided by number of orders. AOV tells you how much one customer spends on average per purchase. Tracking AOV is key for strategies like cross-sell and upsell.
Gross margin#
Revenue minus purchase prices of sold goods. Margly displays the absolute value and percentage (gross margin ÷ revenue × 100).
When purchase prices are missing: Margly displays the value as a dash "—" so a false 100 % margin doesn't show. Add purchase prices in your e-shop administration (Shoptet, Upgates, Shopify) — Margly will pull them on the next data load. Manual entry of purchase prices in Margly is not available.
Net margin#
Gross margin minus logistics, marketing, operating costs, and ad spend. The final money that really remains for you.
What is counted automatically (as soon as you have the relevant systems connected):
- Purchase prices of sold products — from the connected e-shop platform (Shoptet, Upgates, Shopify)
- Ad spend — from connected ad systems (Google Ads, Meta, Sklik, Heureka)
What you must add manually:
- Operating costs (logistics, payroll, rent, marketing invoices outside ad systems) — either via AI PDF invoice import, Excel import, or manual entry
Total costs#
Sum of everything that cost you in the given period: purchase prices of sold products, logistics, marketing, operations, and ad spend. The flip side of revenue.
Cost ratio#
Total costs divided by revenue, shown as a percentage. A key control indicator — when the ratio approaches 100 %, you are close to a loss. Green = falling, red = rising.
PNO (Cost share of revenue)#
What percentage of revenue you spent on advertising. Formula: ad spend divided by revenue × 100. Margly displays this card only if you have ad systems connected (Google Ads, Meta, Sklik, Heureka). PNO is calculated exclusively from ad spend and revenue — it doesn't use traffic data.
Conversion rate#
What percentage of website visitors placed an order. Formula: orders divided by visits × 100. Margly calculates this value only if you have Google Analytics 4 connected (it takes traffic data from it).
Charts in the middle#
- Revenue over time — daily/weekly/monthly trend
- Orders over time — parallel curve, how many orders came in
- Top products — most-sold for the period (Margly can also group by ABC analysis)
Recommendations from Margly and links to the Advisor#
Mentioned in more detail above — for completeness: above the KPI cards you'll find a summary of current recommendations (what to improve now, with an impact estimate in your e-shop's currency). Recommendations are refreshed after each data load. If you save a recommendation to My Tasks, Margly will stop offering it and evaluate it after the set time (default 30 days). If you reject a recommendation, Margly also stops offering it (it stays in the "Hidden" section).
Between the recommendations block and KPI cards are tiles with AI Advisor analyses — clicking a tile (Margins / Retention / Products / Shipping / Ads) Margly immediately launches the analysis over your real data.
Detail in My Tasks.
Filters in the top right#
- Time period — list of preset periods: This week, Last month, This month, This year, plus the option to enter a custom range from—to.
- Comparison with previous period — Margly automatically compares the current period with the previous one (and for some metrics also with the same period last year — important for seasonal businesses). You see the delta for each KPI as a green/red label.
What to do when numbers don't match#
- Revenue missing / low — check that data load went through (First data load) and you have the correct period chosen
- Gross margin is "—" (dash) — purchase prices of products are missing. Fill them in your e-shop administration (Shoptet, Upgates, Shopify); Margly will pull them on the next data load. Manual entry of purchase prices in Margly is not available.
- PNO missing — you don't have any ad platform connected, or no campaign was running in the period
- Conversion rate missing — you don't have GA4 connected. Without GA4 Margly doesn't know visits
- Values change on page refresh — Margly is just catching up data. Wait 5 minutes
What's next#
- Using the AI Advisor — how to launch an analysis
- Understanding margins — what gets calculated where
- Data sync — when data is updated