Business Insights
Business Insights helps you investigate changes in your numbers, compare industry benchmarks, and track the actions you take.
Find Your Way Around
Use the section navigation to choose Overview, Actions, Orders & payments, Marketing, Customers, Subscriptions, Operations, or Industry benchmarks. Customers depends on plan access; Subscriptions appears when subscription data is connected.
Choose the date range and connected accounts in the section you are reviewing. Orders & payments includes order and payment records; Customers brings customer activity and retention together. Open Industry benchmarks for the scorecard.
Metrics by Section
Open the relevant section to see its metrics. Available figures depend on your connected sources and plan.
Overview
Review revenue, cash balance, cash runway, debt, and available profit and margin figures. Open the information beside a figure to check what it measures and which period it covers.
Cash Runway uses complete QuickBooks or Xero data first. If that is not ready, Nummbas can show a qualified 90-day bank estimate from Plaid, with the date range used. Net Income and Net Margin need complete QuickBooks or Xero data; a bank balance alone does not show profit.
Orders & payments
Review your order and payment records. Stripe provides payment volume, processing fees, and disputes; Square provides retail revenue, transactions, locations, and processing fees. Available records depend on your connected platforms.
Marketing
Review ad spend, return on ad spend, customer acquisition cost, and marketing efficiency. Break-even ROAS estimates the return needed to cover product costs, shipping, and processing fees.
With Klaviyo connected, this section also includes email revenue, open and conversion rates, and subscriber counts.
Operations
Review shipping spend, refunds, inventory value, and active products. Fulfillment figures include shipments and average shipment cost from connected services or costs you added manually. Returns and support figures appear when their sources are available.
Subscriptions
With subscription data connected, review recurring revenue, active subscriptions, churn, failed charges, new subscriptions, cancellations, and average subscription value.
Customer Retention
Open Customers to review your customer activity and retention. When order history is available, you can see:
- Summary KPIs — total customers, repeat rate, and average customer LTV
- Customer Growth Chart — a combined bar and line chart showing unique customers over the selected date range, split between new and returning buyers. Buckets are daily, weekly, or monthly depending on how long a range you pick.
- Cohort Retention Table — calendar-month customer cohorts inside the selected date range, 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 Benchmarks
Automated Insights
Open Actions > Recommendations to review findings from your connected data. Recommendations can highlight urgent issues, warnings, opportunities, or information to investigate:
- 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 Recommendations Cover
| Category | What Is Checked |
|---|---|
| Cash | Low cash runway (critical and warning thresholds adjusted by business age) |
| Revenue | Revenue decline, revenue growth, AOV decline, order volume decline, revenue concentration risk |
| 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, slow-moving inventory, restock critical, restock warning |
| Advertising | Low ROAS, high ad spend ratio, high CAC, rising CAC, break-even ROAS warning, ad spend with zero return |
| Payments | High Stripe fees, Stripe disputes, Stripe refund spikes, Square disputes, Square refund rate |
| Low open rate, low click rate, email revenue decline (Klaviyo) | |
| Shipping | Low on-time delivery rate, high shipping costs, high shipping-to-revenue ratio |
| Subscriptions | High churn rate, high failed charges, subscription revenue decline (Recharge) |
| Customer Retention | Low repeat purchase rate |
| Support | High support ticket volume, low CSAT (Gorgias) |
| Returns | High return rate, high return cost (Loop Returns) |
| Integrations | Stale integration (not synced in 48+ hours) |
Taking Action
In Actions > Recommendations, choose Take action to track a change. Add an optional note and expected cash impact. Where a comparison is available, choose 7, 14, or 30 days under Check results after and review the starting figures before selecting Start action.
- In progress holds changes you are working on. Mark the action complete when you have finished it, or cancel it if you decide not to continue.
- Waiting for results holds completed changes until the selected comparison period has passed and its data is available.
- Results shows the recorded before-and-after figures. Other changes in your business can also affect the result.
- Dismissed holds recommendations you dismissed.
- Cancelled keeps actions you stopped, with their notes and cancellation reason.
- Archived holds results and completed tasks you put away. Restore a result to return it to Results.
You can also discuss a recommendation with Nummbas-FO. Tracking an action records your work; you make the business change yourself.