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Business Insights
The Business Insights page expands on the main dashboard with a complete KPI grid, industry benchmarks, and the full list of automated insights.
KPI Grid
Metrics are organized into rows that appear based on which integrations you have connected:
Cash and Survival (Always Shown)
- Cash Runway
- Cash Balance
- Revenue
- Total Debt
Profitability (Always Shown)
- Net Margin
- Gross Margin
- Revenue Trend
- Average Order Value
- Net Income (shown when QuickBooks or Xero is connected)
Operations (Always Shown)
- Shipping Spend (or Shipping as a Percentage of Revenue)
- Refund Rate
- Inventory Value
- Active Products
Advertising (Shown When Ad Platforms Connected)
- Total Ad Spend (with per-platform breakdown: Meta, Google, TikTok)
- Blended ROAS
- Blended CAC (Customer Acquisition Cost)
- Marketing Efficiency Ratio (MER)
- Break-Even ROAS (the minimum ROAS needed to cover product costs, shipping, and processing fees)
Return Impact (Shown When Refund Rate Is Above Zero)
- Revenue Lost to Returns
- Processing Fee Waste (fees paid on refunded orders that are not returned by processors)
- Total Return Cost per month as a percentage of revenue
Payments (Shown When Stripe Connected)
- Payment Volume
- Processing Fees
- Disputes
Retail (Shown When Square Connected)
- Retail Revenue
- Transactions
- Locations
- Processing Fees (with fee rate)
Fulfillment (Shown When ShipStation Connected)
- Shipments
- Average Cost per Shipment
- Shipping Spend
Email Marketing (Shown When Klaviyo Connected)
- Email Revenue
- Average Open Rate
- Email Conversion Rate
- Total Subscribers
Subscriptions (Shown When Recharge Connected)
- Monthly Recurring Revenue (MRR)
- Active Subscriptions
- Churn Rate
- Failed Charges
- New Subscriptions
- Cancelled Subscriptions
- Avg Subscription Value (with estimated customer lifetime value)
Customer Retention
Note: Available on Growth, Scale, and Power plans.
When order history exists, a Customer Retention section shows:
- Summary KPIs — total customers, repeat rate, and average customer LTV
- Cohort Retention Table — the last 6 months of customer cohorts with retention percentages at Month 1, Month 2, and Month 3. Cells are color coded: green above 40%, amber 20 to 40%, red below 20%.
- Purchase Frequency Distribution — a bar chart showing the percentage of customers who placed 1 order, 2 orders, 3 to 5 orders, or 6 or more orders, with the revenue contribution of each segment
Industry Scorecard
Note: Available on Growth, Scale, and Power plans.
The scorecard benchmarks your business against others in your industry. See Industry Scorecard for details.
Automated Insights
Nummbas runs 35+ rules against your data daily to detect issues before they become problems. Insights are displayed in a paginated list (5 per page) and can be filtered by severity:
- URGENT — requires immediate attention (e.g., critically low cash runway, negative profit margin)
- WARNING — something needs attention soon (e.g., revenue decline, rising expenses)
- OPPORTUNITY — a positive trend or improvement area (e.g., strong revenue growth)
- INFO — informational insight (e.g., email engagement below benchmarks)
What the Rules Detect
| Category | What Is Checked |
|---|---|
| Cash | Low cash runway (critical and warning thresholds adjusted by business age) |
| Revenue | Revenue decline, revenue growth, AOV decline |
| Profitability | Negative profit margin, low profit margin |
| Expenses | Expense spikes compared to previous period |
| Debt | High debt-to-revenue ratio, high credit utilization |
| Refunds | High refund rate across ecommerce platforms |
| Inventory | Dead stock and slow-moving inventory |
| Advertising | Low ROAS, high ad spend ratio, high CAC |
| Payments | High Stripe fees, Stripe disputes, Stripe refund spikes, Square disputes, Square refund rate |
| Low open rate, low click rate (Klaviyo) | |
| Shipping | Low on-time delivery rate, high shipping costs |
| Subscriptions | High churn rate, high failed charges (Recharge) |
Taking Action
Each insight includes an Ask CFO link that opens the AI chat with a pre-filled question about that specific issue. This lets you get personalized advice based on your actual numbers.
Dismissed insights will reappear after a cooldown period if the condition is still present.