Period in review · September 01 – September 06, 2026 · 507 orders
Shopify payouts dated Sep 1–6, 2026What this report covers
Everything on this tab comes from the Shopify payouts He Would Love First actually received between September 01 and September 06, 2026 — 6 payout dates, $34,679 deposited net of fees and refunds.
We take every order inside those payouts (507 orders), then pull that exact list of order numbers through the Shopify sales report for revenue, discounts and cost of goods, and through the ShipBob report for fulfillment cost. Nothing outside the payout list is counted.
This is a 6-day window, not a month. Every figure on this tab covers September 01–06 only. Nothing here should be compared to a full month without annualising it first, and the weekly run-rate is the only figure built for that comparison.
Why some orders look out of period. 336 of the 507 orders (66%) were placed Aug 27–31 and settled into early-September payouts; only 171 were placed in September itself. This report follows the money, not the order date, so late-August trading dominates it.
Revenue: $46,044 settled through Shopify payouts Sep 1–6, a $53,718 weekly run-rate and 46% short of the $100K/wk goal. Six days is too short to call a trend, but it is well behind August's $113,144/wk.
Margin: product margin holds at 48.9%, better than August's 44.8% on lighter discounting (21.8% of gross vs 23.8%). Contribution margin is the problem: ad spend of $18,987 is 41.2% of gross on this basis against 20.7% in August, leaving $3,543 · 7.7%.
The caveat: ShipBob has no shipment at all for any of the 507 payout orders, so there is no fulfillment cost in these figures. Filling it at the $6.98 average across the ShipBob file adds roughly $3,539 — almost exactly what is left, taking contribution margin to about $4, or breakeven. Treat 7.7% as the ceiling, not the answer.
Acquisition: CAC is $38.91 against $27.10 a year ago (+43.6%) and orders are down 27.5% year on year, while AOV is up 28.8% to $72.86. The same pattern as August — price carrying revenue, not volume — but the CAC step-up is now large enough to eat the margin.
Core metrics
vs. $100,000/wk target
6-day payout window · Shopify remitted $34,679 net of fees and refunds
Holds up well — but it is flattered by the missing fulfillment cost, and there is no packaging or full bundle cost in it either.
Ad spend of $18,987 is 41.2% of gross over these six days. Adding the missing fulfillment at the $6.98 average wipes it out almost exactly — roughly $4, or breakeven.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 92.1% | $42,386 |
| Shipping income | 6.1% | $2,813 |
| Package protection | 1.8% | $845 |
| Gross sales | 100% | $46,044 |
| Cost of goods & direct costs | ||
| Discounts | 21.8% | −$10,022 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 22.7% | −$10,472 |
| Fulfillment (ShipBob) GAP see note below | — | — |
| CC / merchant fees | 2.3% | −$1,040 |
| Returns & refunds | 4.3% | −$1,980 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 48.9% | $22,530 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 41.2% | −$18,987 |
| Contribution margin (goal 23.0%) | 7.7% | $3,543 |
ShipBob returned no shipment for any of the 507 payout orders. The export covers ship dates Aug 24 – Sep 9 and holds 387 de-duplicated shipments worth $2,700, but its highest Store Order ID is 766,322 while the payout orders run 764,813 to 767,388. The two ranges barely overlap, and no order appears in both sets.
At the $6.98 average cost per shipment across the whole ShipBob file, 507 orders would carry about $3,539. That takes fulfillment to 7.7% of gross, product margin to $18,991 · 41.2% and contribution margin to roughly $4 — breakeven. These orders were paid for and will ship, so the cost belongs here.
Operational flag. ShipBob recorded 374 shipments on Aug 24–25 and then only 13 across Sep 3–8. Combined with the same break after Aug 25 on the August tab, this looks like the Shopify-to-ShipBob order sync has been down since late August rather than a short backlog. This is the single most important thing to resolve before the September close — worth raising with Jared now, not at month-end.
Placed Aug 27–31 — 336 of the 507 orders (66%), settling into the Sep 1–4 payouts. Placed Sep 1–4 — 171 orders. Nothing placed Sep 5 or 6 has cleared a payout yet.
That settlement lag is why the payout tab and the Total Sales tab differ so much this period: 507 orders and $46,044 of gross here, against 705 orders and $61,590 on the order basis. Over a full month the two converge, as they did in August. On a 6-day cut they do not, so read the two tabs as answering different questions rather than disagreeing.
Revenue flow
How gross sales becomes contribution margin
Basis. The Shopify Payouts export for Sep 1–6, 2026 is the source of truth. Shopify sales and ShipBob are both filtered to its 507 order numbers; all 507 matched the Shopify order report, with none unmatched. Ad spend is the only line not on this basis.
Fulfillment unavailable. ShipBob returned no shipment for any of the 507 payout orders. The export covers ship dates Aug 24 – Sep 9 and holds 387 shipments, but its highest Store Order ID is 766,322 while the payout orders run 764,813–767,388 — the two sets barely overlap, and where they do the orders are not in this payout window. Fulfillment is therefore shown as a gap, not as zero. At the $6.98 average cost per shipment across the whole ShipBob file, 507 orders would carry roughly $3,539, which is almost exactly the $3,543 left on this basis — taking contribution margin to roughly $4, or breakeven.
Order timing. 336 of the 507 orders were placed Aug 27–31 and 171 in September. On a 6-day payout window the settlement lag dominates, so this tab is largely a read on late-August trading that cleared in early September.
Fees and refunds. Merchant fees use the payout date and are Shopify processing fees only, $1,040. Faire fees are excluded from this basis, as on the other payout tabs, because Faire orders settle through Faire rather than through a Shopify payout — they appear on the Total Sales by Order tab instead. Returns are the payout-export refund rows ($1,980) and include refunds of orders placed before this window; the Shopify report's own returns column for these orders is only $96.
Gaps. Packaging materials are unavailable and excluded. Bundle SKU costs are only partially loaded in Shopify, so product cost is understated by an unquantified amount. Both push product margin modestly high.
Lifetimely. AOV, CAC, ROAS, MER and ad spend are manual entries read from the Lifetimely dashboard for 09/01–09/06/2026 across all orders, not the payout list. Ad spend of $18,987 sits against 507 payout orders here but 652 orders on Lifetimely's own count, so the 41.2% of gross is overstated as a marketing ratio for this cohort. Lifetimely's own contribution margin for the period is $11,547.
Month in review · August 01 – August 31, 2026 · 5,574 orders
Shopify payouts dated Aug 1–31, 2026Revenue: $501,068 settled through Shopify payouts in August, a $113,144 weekly run-rate and 13.1% clear of the $100K/wk goal. Margin: discounting normalised to 23.8% of gross from 30.1% in July, lifting product margin to 44.8% and contribution margin to 24.1% — above the 23% goal for the first time since June.
The caveat: ShipBob holds no shipment dated after Aug 25 — the export was filtered through Sep 2 and returned nothing beyond that date. So 1,931 of the 5,574 payout orders have no fulfillment cost attached. Filling that gap at the observed $6.78 average adds roughly $13,100 and pulls contribution margin to 21.5%, short of goal. Worth checking why fulfillment records stop on Aug 25 — daily volume runs 200–280 shipments and then goes to zero for the rest of the month, including working days.
Acquisition: CAC is $30.81 against $17.32 in the same month last year, and orders are down 39.1% year on year. AOV at $71.54 (up 41.0%) is carrying the revenue line, not volume.
Core metrics
vs. $100,000/wk target
31-day payout window · Shopify remitted $380,307 net of fees and refunds
Best month since June. Discounting fell to 23.8% of gross from 30.1% in July as the Jul 29–31 promo washed through.
ShipBob records no shipment after Aug 25, so 1,931 orders (34.6%) carry no fulfillment cost. Adding them back at the $6.78 average puts contribution margin at $107,863 · 21.5% — below goal.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 92.0% | $461,116 |
| Shipping income | 6.2% | $30,933 |
| Package protection | 1.8% | $9,019 |
| Gross sales | 100% | $501,068 |
| Cost of goods & direct costs | ||
| Discounts | 23.8% | −$119,399 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 22.9% | −$114,630 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 4.9% | −$24,710 |
| CC / merchant fees | 2.2% | −$11,241 |
| Returns & refunds | 1.3% | −$6,421 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 44.8% | $224,667 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 20.7% | −$103,706 |
| Contribution margin (goal 23.0%) | 24.1% | $120,961 |
ShipBob has no shipment dated after Aug 25, 2026. The export was filtered on ship date through Sep 2 and returned 5,320 shipments, none later than Aug 25 — so this is a gap in ShipBob's own records, not in the export. Of the 5,574 payout orders, 3,643 (65.4%) have a ShipBob shipment and 1,931 (34.6%) do not, almost all placed Aug 21–29.
At the observed average of $6.78 per fulfilled order, the missing cost is roughly $13,100. That would take fulfillment to $37,808 (7.5% of gross), product margin to $211,569 (42.2%) and contribution margin to $107,863 (21.5%). These orders were paid for by customers and will be fulfilled, so the cost belongs in August — the adjusted figures are the better read.
Operational flag. ShipBob shipped 200–280 orders a day through Aug 25 and then recorded nothing for the remaining working days of the month. That points to the Shopify-to-ShipBob order sync breaking, or fulfillment being paused, rather than a normal backlog. Worth raising with Jared before month-end close.
Jul 29–31 promo — 920 orders, $107,069 gross, 40.9% discount, 30.1% product margin. It is 21.4% of August's gross, down from 62% at the 9-day cut, and is now fully washed through.
August-placed orders — 4,654 orders, $393,999 gross, 19.2% discount, 48.9% product margin. With ad spend prorated to those orders ($96,704), contribution margin is $95,765 · 24.3% — effectively identical to the headline 24.1%. Over a full month the payout basis and the order basis converge, so unlike the mid-month cuts there is no material distortion to correct for here.
Revenue flow
How gross sales becomes contribution margin
Month in review · July 01 – July 31, 2026 · 5,122 orders
Shopify payouts dated Jul 1–31, 2026Gross sales rose to $441,267 across 5,122 payout-matched orders — an $45.6K improvement on June — but contribution margin fell from 25.9% to 20.3%, 2.7 pts short of the 23% goal. Discounting was the pressure point at 23.0% of gross, overtaking ad spend as the single largest cost line. On a like-for-like basis (grossing revenue up to the full 5,671-order Lifetimely set) CM reads ≈22.5%. Cash closed the month at $69,573, $30,427 below the floor.
Core metrics
vs. $100,000/wk target
before marketing · 46.1% in June
after COGS, fulfillment, fees, returns & ad spend
≈22.5% on a like-for-like all-orders basis
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 91.4% | $403,220 |
| Shipping income | 6.8% | $29,818 |
| Package protection | 1.9% | $8,229 |
| Gross sales | 100% | $441,267 |
| Cost of goods & direct costs | ||
| Discounts | 23.0% | −$101,390 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 21.9% | −$96,477 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 7.8% | −$34,633 |
| CC / merchant fees | 2.3% | −$10,084 |
| Returns | 1.8% | −$8,154 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 43.2% | $190,528 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 22.9% | −$100,859 |
| Contribution margin (goal 23.0%) | 20.3% | $89,669 |
Revenue flow
How gross sales becomes contribution margin
Month in review · June 01 – June 30, 2026 · 4,787 orders
Shopify payouts dated Jun 1–30, 2026Contribution margin came in at 25.9% — 2.9 pts above the 23% goal — on $395,656 of gross sales across 4,787 orders. The soft spot was liquidity: the month ended at $13,060, well below the $100K cash floor, which the later month tabs pick up from here. Full-month order set, so the ad-spend basis mismatch that distorts short weekly windows largely washes out.
Core metrics
vs. $100,000/wk target
before marketing
after COGS, fulfillment, fees, returns & ad spend
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 90.5% | $358,225 |
| Shipping income | 7.6% | $30,000 |
| Package protection | 1.9% | $7,432 |
| Gross sales | 100% | $395,656 |
| Cost of goods & direct costs | ||
| Discounts | 22.7% | −$89,705 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 19.2% | −$76,143 |
| Fulfillment (ShipBob) | 7.9% | −$31,102 |
| CC / merchant fees | 2.3% | −$9,062 |
| Returns | 1.8% | −$7,159 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 46.1% | $182,486 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 20.2% | −$80,106 |
| Contribution margin (goal 23.0%) | 25.9% | $102,380 |
Revenue flow
How gross sales becomes contribution margin
Period in review · September 01 – September 06, 2026 · 705 orders
Total Sales by Order · Sep 1–6, 2026 · all ordersWhat this report covers
Everything on this tab comes from the Total Sales by Order report for September 01 – September 06, 2026 — every order placed in those six days, fulfilled or not. That is 705 orders.
We take that exact list of order numbers and pull it through the ShipBob report for fulfillment cost. Merchant fees come from the Shopify and Faire payout exports for the same period. Nothing outside that order list is counted.
This is a 6-day window, not a month. Every figure on this tab covers September 01–06 only. Nothing here should be compared to a full month without annualising it first.
Why the order count differs from Lifetimely. Lifetimely counts 652 orders on its own definition; this report counts all 705 orders in the Shopify sales report. The two sets overlap heavily but are not identical, so AOV, CAC and ROAS sit on a slightly different base than the P&L lines.
Revenue: $61,590 of gross sales across the 705 orders placed Sep 1–6, a $71,855 weekly run-rate and 28% short of the $100K/wk goal.
Margin: product margin is 50.2% on 23.0% discounting. Contribution margin is $11,902 · 19.3% — 3.7 points under goal — because ad spend of $18,987 is 30.8% of gross over these six days.
The caveat: only 2 of the 705 orders have a ShipBob shipment, worth $13. Fulfillment is effectively missing, not near-zero. At the $6.98 average that is about $4,921 unrecorded, which takes contribution margin to $6,994 · 11.4%.
Read this as provisional. 451 of the 705 orders were still unfulfilled when the report was pulled. On a 6-day window that is normal, but it means cancellations, changes and refunds will move these numbers more than a month-end cut would.
Core metrics
vs. $100,000/wk target
6-day order window · 451 of 705 orders still unfulfilled at the time of the pull
Holds up well — but it is flattered by the missing fulfillment cost, and there is no packaging or full bundle cost in it either.
Ad spend of $18,987 is 30.8% of gross over these six days. Adding the missing fulfillment at the $6.98 average puts contribution margin at $6,994 · 11.4%.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 92.2% | $56,800 |
| Shipping income | 6.1% | $3,727 |
| Package protection | 1.7% | $1,063 |
| Gross sales | 100% | $61,590 |
| Cost of goods & direct costs | ||
| Discounts | 23.0% | −$14,177 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 22.4% | −$13,815 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 0.0% | −$13 |
| CC / merchant fees SHOPIFY + FAIRE | 2.8% | −$1,722 |
| Returns & refunds | 1.6% | −$974 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 50.2% | $30,889 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 30.8% | −$18,987 |
| Contribution margin (goal 23.0%) | 19.3% | $11,902 |
Only 2 of the 705 orders placed Sep 1–6 have a ShipBob shipment, together worth $13. The 0.0% of gross in the P&L is a data gap, not a real cost level. The ShipBob export holds 387 shipments for the Aug 24 – Sep 9 ship-date window, but almost all belong to orders placed before September — its highest Store Order ID is 766,322.
At the $6.98 average cost per shipment, 705 orders would carry roughly $4,921. That takes fulfillment to 8.0% of gross, product margin to $25,981 · 42.2% and contribution margin to $6,994 · 11.4% — half the headline figure.
Operational flag. ShipBob recorded 374 shipments on Aug 24–25 and then only 13 across Sep 3–8. Together with the break after Aug 25 on the August tab, this points to the Shopify-to-ShipBob sync being down since late August. Worth raising with Jared before the September close.
Lifetimely counts 652 orders and $44,875 of net sales for Sep 1–6, against 705 orders here. Its contribution margin of $11,547 lands within $360 of the $11,902 on this tab — a good independent check on the revenue and cost lines, though it carries the same fulfillment gap.
The payout tab shows 507 orders and $46,044 of gross for the same six days, because only orders that cleared a Shopify payout by Sep 6 appear there — and two thirds of those were placed in late August. Over a full month the two bases converge. On a 6-day cut they answer different questions: this tab is what was sold, the payout tab is what was collected.
Revenue flow
How gross sales becomes contribution margin
Basis. The Total Sales by Order report for Sep 1–6, 2026 is the source of truth — all 705 orders placed in the window, at every fulfillment status. Faire and Stripe orders are included; Amazon is not. Merchant fees and ad spend are the only lines not drawn from this order list.
Fulfillment unavailable. Only 2 of the 705 orders have a ShipBob shipment, worth $13 in total. The ShipBob export covers ship dates Aug 24 – Sep 9 and holds 387 shipments, but nearly all belong to orders placed before this window — its highest Store Order ID is 766,322. Fulfillment is effectively a gap rather than a real 0.0% of gross. At the $6.98 average cost per shipment across the file, 705 orders would carry roughly $4,921, which takes contribution margin from $11,902 to $6,994 (11.4%).
Status mix. 451 of the 705 orders were still unfulfilled at the time of the pull, 132 partial and 122 fulfilled. On a 6-day window most orders have not shipped yet, so these figures will move on cancellations, changes and refunds more than a month-end cut would.
Fees and refunds. Merchant fees are the Shopify and Faire payout exports for Sep 1–6: $1,040 of Shopify processing fees plus $683 of Faire fees (Faire order total of $3,175 less the $2,492 actually paid out), $1,722 in total. This is not a per-order allocation, so they sit against a different order set than the revenue lines. Returns are the sales report's own returns column ($974).
Gaps. Packaging materials are unavailable and excluded. Bundle SKU costs are only partially loaded in Shopify, so product cost is understated by an unquantified amount.
Lifetimely. AOV, CAC, ROAS, MER and ad spend are manual entries read from the Lifetimely dashboard for 09/01–09/06/2026. Lifetimely counts 652 orders and $44,875 of net sales for the period against the 705 orders here, and puts contribution margin at $11,547 — within $360 of the $11,902 on this tab.
Month in review · August 01 – August 31, 2026 · 5,242 orders
Total Sales by Order · Aug 1–31, 2026 · all ordersGross sales of $442,160 across 5,242 orders put revenue at a $99,843/wk run-rate, effectively level with the $100K goal. Discounting dropped sharply to 19.6% of gross from 26.0% in July, lifting product margin to 46.7% and contribution margin back over target at 23.2%.
The caveat is large. ShipBob holds no shipment dated after Aug 25, so only 2,833 of 5,242 orders (54.0%) carry a fulfillment cost. Filling the gap at the observed $6.75 average adds about $16,262 and pulls contribution margin to $86,450 · 19.6%, well under goal. Read August as a range, not a result.
Acquisition got more expensive. CAC rose to $30.81 from $26.78 and ROAS fell to 3.2× from 3.7×, while AOV climbed to $71.54. Revenue is holding on basket size rather than efficiency.
Core metrics
vs. $100,000/wk target
31-day window · all 5,242 orders placed in August
Discounting fell to 19.6% of gross from 26.0% in July — the healthiest rate of the three months.
after COGS, fulfillment, fees, returns & ad spend
Fulfillment is badly understated: ShipBob recorded nothing after Aug 25. Filling that gap takes this to $86,450 · 19.6%.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 91.9% | $406,233 |
| Shipping income | 6.3% | $27,886 |
| Package protection | 1.8% | $8,041 |
| Gross sales | 100% | $442,160 |
| Cost of goods & direct costs | ||
| Discounts | 19.6% | −$86,512 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 23.9% | −$105,777 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 4.3% | −$19,124 |
| CC / merchant fees SHOPIFY + FAIRE | 3.4% | −$15,005 |
| Returns | 2.1% | −$9,325 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 46.7% | $206,418 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 23.5% | −$103,706 |
| Contribution margin (goal 23.0%) | 23.2% | $102,712 |
The export covers ship dates through September 2 and returned 5,320 shipments, none later than Aug 25. The gap is in ShipBob's records, not the pull. Only 2,833 of 5,242 orders (54.0%) carry a fulfillment cost; 2,409 do not. Match rates collapse mid-month: Aug 21 matched 215 of 533 orders, Aug 23 matched 11 of 336, and Aug 30 matched none of 82.
At the observed $6.75 average the missing cost is roughly $16,262 — taking fulfillment to $35,385 (8.0% of gross), product margin to $190,156 (43.0%) and contribution margin to $86,450 (19.6%). Those orders were paid for and will be shipped, so the adjusted figures are the better read.
Operational flag. Shopify also shows 1,358 August orders still unfulfilled at the September 2 pull, concentrated from Aug 21 onward. Two independent sources point to the same thing: fulfillment stopped or the Shopify-to-ShipBob sync broke around Aug 21–25. Worth raising with Jared before month-end close.
Revenue flow
How gross sales becomes contribution margin
Month in review · July 01 – July 31, 2026 · 5,942 orders
Total Sales by Order · Jul 1–31, 2026 · all ordersGross sales reached $546,276 across 5,942 orders, a 34.6% jump on June and a $123,353/wk run-rate, 23.4% clear of the $100K/wk goal. Contribution margin went the other way: $117,973 · 21.6%, 1.4 points under the 23% target and down from 25.3% in June.
The cause is July 31. A single promo day booked 738 orders and $90,059 of gross at a 44.0% discount — 16.5% of the month's revenue at a 9.5% contribution margin. Strip that day out and the other 30 days run at a 22.5% discount and 24.0% contribution margin, in line with June and above goal.
Product cost also rose to 22.9% of gross from 20.9%, and ad spend hit $100,859 — up 25.9% on June for a 20.2% gain in orders.
Core metrics
vs. $100,000/wk target
31-day window · all 5,942 orders placed in July
Down from 45.0% in June · discounting at 26.0% of gross, product cost at 22.9%
after COGS, fulfillment, fees, returns & ad spend
Excluding the July 31 promo day, the rest of the month runs at 24.0% — above goal.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 92.3% | $504,205 |
| Shipping income | 6.0% | $32,838 |
| Package protection | 1.7% | $9,233 |
| Gross sales | 100% | $546,276 |
| Cost of goods & direct costs | ||
| Discounts | 26.0% | −$142,111 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 22.9% | −$125,200 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 7.4% | −$40,632 |
| CC / merchant fees SHOPIFY + FAIRE | 2.2% | −$11,988 |
| Returns | 1.4% | −$7,513 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 40.1% | $218,832 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 18.5% | −$100,859 |
| Contribution margin (goal 23.0%) | 21.6% | $117,973 |
July 4 — 936 orders and $48,904 of gross at a 13.3% discount, 42.2% product margin and 23.8% contribution margin. High volume, light discounting, no margin damage.
July 31 — 738 orders and $90,059 of gross at a 44.0% discount, 28.0% product margin and 9.5% contribution margin. It is the single reason July missed the 23% goal.
The other 30 days produced $456,217 of gross at a 22.5% discount, 42.4% product margin and 24.0% contribution margin. Whatever the July 31 promo was meant to achieve, it bought volume at roughly half the usual margin — worth deciding deliberately before repeating it.
5,788 of the 5,942 orders (97.4%) matched a ShipBob shipment — the best coverage of the three months. The 154 that did not are mostly Redo exchange orders and a handful of Jul 31 orders that shipped past the export cutoff.
At the observed $7.02 average the missing cost is about $1,081, taking fulfillment to 7.6% of gross and contribution margin to $116,892 (21.4%).
Revenue flow
How gross sales becomes contribution margin
Month in review · June 01 – June 30, 2026 · 4,943 orders
Total Sales by Order · Jun 1–30, 2026 · all ordersContribution margin landed at $102,477 · 25.3% — 2.3 points above the 23% target — on $405,689 of gross sales across all 4,943 June orders. Revenue ran at $94,661/wk, 5.3% short of the $100K/wk goal, so the month was carried by cost discipline rather than volume: discounting held at 22.1% of gross and product cost at 20.9%, leaving product margin at 45.0%.
Ad spend is the pressure point to watch. At $80,106 it is 19.7% of gross and the second-largest cost line after discounts, with CAC at $27.58 against an AOV of $67.70.
Core metrics
vs. $100,000/wk target
30-day window · all 4,943 orders placed in June
before marketing · discounting at 22.1% of gross, product cost at 20.9%
after COGS, fulfillment, fees, returns & ad spend
Filling the 230-order fulfillment gap puts this at $100,898 · 24.9% — still clear of goal.
Secondary metrics
Truncated P&L
| Revenue | % of gross | USD |
| Product gross sales | 91.0% | $369,153 |
| Shipping income | 7.2% | $29,265 |
| Package protection | 1.8% | $7,272 |
| Gross sales | 100% | $405,689 |
| Cost of goods & direct costs | ||
| Discounts | 22.1% | −$89,465 |
| Product cost (COGS) Cost of goods sold from Shopify (printing cost not included) | 20.9% | −$84,786 |
| Fulfillment (ShipBob) UNDERSTATED see note below | 8.0% | −$32,342 |
| CC / merchant fees SHOPIFY + FAIRE | 2.5% | −$10,038 |
| Returns | 1.6% | −$6,475 |
| Packaging materials GAP | — | — |
| Bundle SKU costs GAP | — | — |
| Product margin | 45.0% | $182,583 |
| Marketing | ||
| Ad spend (Lifetimely actual) see note below | 19.7% | −$80,106 |
| Contribution margin (goal 23.0%) | 25.3% | $102,477 |
4,713 of the 4,943 orders (95.3%) matched a ShipBob shipment, matching against all three ShipBob exports combined. Most of the 230 that did not are Redo exchange orders, which carry almost no revenue but are still picked and shipped; the rest are late-June orders with no shipment on record.
At the observed $6.86 average the missing cost is about $1,578. That would take fulfillment to $33,920 (8.4% of gross), product margin to $181,004 (44.6%) and contribution margin to $100,898 (24.9%). The gap is small enough that it does not change the read on the month.
Worth a look: Redo exchange orders are consistently missing from ShipBob under their own order numbers, in every month built so far. If those shipments are recorded against the original order the cost is already captured; if not, exchanges are running as an untracked fulfillment cost.
Revenue flow
How gross sales becomes contribution margin
Other files · key links
Here are a few important links to your key models and reference documents — open any of them whenever you'd like to dig into the detail behind the numbers.
Access. Links open in the shared Google Drive and client portal. If a file won't open, request access from the owner.
Cash. The 13-week cash flow section is no longer part of this dashboard — the model is prepared and maintained by HWLF directly. The link above still opens it.