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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, Pinterest, Snapchat)
- 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, ShipBob, or Manual 3PL 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 and Scale plans.
When order history exists, a Customer Retention section shows:
- 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 Scorecard
Note: Available on Growth and Scale plans.
The scorecard benchmarks your business against others in your industry. See Industry Scorecard for details.
Automated Insights
Nummbas runs 42 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, 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
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.