Financial Flash Report

Every line above Product margin is filtered to the 4,182 payout-matched orders; ad spend is the exception — it's the Lifetimely actual for all 4,380 orders placed in the period. Over a 26-day window these two order sets overlap ≈95%, so the basis mismatch is small and contribution margin (19.6%) is a fair read. It sits 3.4 pts under the 23% goal, and the gap widened from 2.6 pts last week: marketing stepped up to 23.9% of gross (from 23.3%) while blended ROAS slipped to 3.37× from 3.74×, so the extra spend bought volume at a thinner return. Discounts also stayed heavy at 22.5% of gross. Product margin held steady at 43.5% (43.7% last week), so the deterioration is a marketing-efficiency story, not a unit-economics one. Fulfillment coverage remains good: 216 of the payout-matched orders have no ShipBob line yet, so fulfillment is understated by an estimated ~$1.5K.

Contribution 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 is what the weekly Flash Report and Tracker tabs pick up from here. Full-month order set, so the ad-spend basis mismatch that distorts short weekly windows largely washes out.

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.