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Expense Intelligence
Expense Intelligence pulls expenses from all your connected platforms and shows you where your money is going, how your spending is changing, and where you can cut costs or get better value.
Data Sources
Expenses are pulled from:
- QuickBooks or Xero — operating expenses and overhead
- Meta Ads, Google Ads, TikTok Ads — advertising spend
- Stripe — payment processing fees
- Square — retail processing fees
- ShipStation — shipping costs
KPI Cards
Four cards at the top summarize your spending for the selected date range:
- Total Expenses — total spending across all categories, with percentage change vs. the prior period
- Monthly Burn — average monthly spending rate
- Daily Burn — average daily spending rate
- Biggest Category — the expense category consuming the most money, with its percentage of total spend
Efficiency Benchmarks
Four metrics show how efficiently you are spending relative to revenue, each with a color-coded benchmark:
| Metric | What It Measures | Benchmark |
|---|---|---|
| Expense-to-Revenue | Total expenses as a percentage of revenue | Below 70-80% |
| Ad Spend % of Revenue | Advertising spend as a percentage of revenue | 15-30% |
| Processing Fee Rate | Payment processing fees as a percentage of volume | Around 2.9% |
| Shipping % of Revenue | Shipping costs as a percentage of revenue | 8-12% |
Green means you are within or below the benchmark. Amber means you are above it.
Spending by Category
A donut chart showing how your total expenses break down across categories like advertising, shipping, software, cost of goods, and more.
Category Amounts
A horizontal bar chart showing the total amount spent in each expense category for the selected period. This gives you a quick visual comparison of where the biggest amounts are going.
Period Comparison
A table showing how each expense category has changed compared to the same length period right before. The date ranges are shown in the subtitle so you can see exactly which periods are being compared.
For example, if you select "Last 90 Days", the table compares your last 90 days against the 90 days before that.
Top Vendors
A table of the companies and services you spend the most with, ranked by total amount. This helps you identify your biggest vendors at a glance.
Ad Platform Efficiency
A table showing how much revenue each connected ad platform generates compared to what you spend on it. For each platform (Meta, Google, TikTok), you will see:
- Spend — total ad spend for the period
- ROAS — return on ad spend (color-coded: green for 3x+, amber for 1-3x, red below 1x)
- Cost / Conversion — how much you pay per conversion
- % of Revenue — what share of your revenue goes to this platform
When you have more than one ad platform connected, a Total row shows blended ROAS and cost per conversion across all platforms.
Shipping Efficiency
Shows your shipping costs and how they compare across carriers:
- Total Shipping Spend — total spent on shipping for the period
- Avg Cost per Shipment — average cost to ship one order (benchmarked against $5-$10)
- Shipping % of Revenue — shipping as a share of revenue
If you have multiple carriers, a breakdown table shows spend, shipment count, and average cost per shipment for each carrier.
Optimization Opportunities
Actionable suggestions for reducing spending or getting better value. These are generated based on your actual expense patterns, such as:
- Processing fees above the standard rate
- Ad spend above the 30% of revenue benchmark
- Shipping costs above the 12% benchmark
- Opportunities to negotiate with high-spend vendors
Each suggestion includes a link to ask Nummbas-FO for personalized advice on that specific opportunity.