Ecommerce performance across Website, Amazon, TikTok, paid media and partners
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All figures GBP · constant currency
One pipeline behind every board — so a number means the same thing on all of them.
Headline GMV = Website + Amazon + TikTok, in GBP at constant currency.
Daily and ROAS read from rolling day-grain datasets, so you can pick any day or any range on them;
the rest are built for a fixed period.
The boards
Each card shows when that board last rebuilt. A green dot means it is current for its schedule; amber means it is overdue and the figures you are looking at are older than they should be.
FY27 KPI boards
Built from the FY27 budget pack for SLT — monthly, per store or marketplace, target vs actual. These list every KPI in the plan, including ones we cannot measure yet: those show the target with a status chip rather than disappearing.
Amazon and TikTok are provisional for 24–48 hours, and Meta's attribution keeps moving for up to a week.
Both report on a settlement/batch basis, so the most recent day or two firms up after publication — which is why
the Daily board re-pulls and overwrites its trailing 14 days on every build, and why the same day can read
slightly differently on the Daily and WTD boards during the morning. By the time a week closes it is settled.
How the numbers are built
The same pipeline feeds every board — worth knowing if a figure ever looks surprising.
Sources
Shopify (Admin API direct for the main stores, Windsor for the rest) · Amazon Seller Central + Ads ·
Meta Ads · Google Ads · TikTok Shop + Ads · Partnerize affiliates ·
Attentive email & SMS · Trustpilot reviews.
Sessions, conversion rate and bounce come from Shopify's own dataset, not GA4 — GA4 is a flagged fallback
only, used when a Shopify pull fails, and never for anything financial.
Currency & FX
Everything converts to GBP. Most channels use the ECB spot rate for the period; Amazon uses a trailing
30-day average, which tracks its own settlement conversion far more closely than a single day's fixing.
Comparisons hold FX constant, so a change is volume, not currency drift.
Regions
US, UK, CA and AU are reported individually. Core 4 is those four; All adds every remaining market
(EU, MENA and APAC). Each board has region tabs across the top. The ROAS board goes finer: it can group by
shipping country or by selling Shopify store — store grain is exact for revenue, because an order
knows which store sold it.
Targets
Weekly, monthly and pacing read the same monthly plan file, so a target means the same thing everywhere.
Boards show Budget; pacing additionally tracks RF where the plan carries one.
MER vs ROAS
MER is blended: revenue ÷ ad spend, and both sides must cover the same channels — so the boards
show MER ex-TikTok (website ÷ Meta + Google) and, where it applies, MER incl TikTok
(website + TikTok GMV ÷ Meta + Google + TikTok ads). A ratio with spend in the denominator whose revenue is
missing from the numerator understates the return, which is exactly the fault fixed on 4 Aug.
ROAS columns are each platform's own claim for its own spend — Meta and Google both take credit
for the same orders, so they never sum and neither reconciles to MER.
Watch items
Grey notes at the top of a board record anything that affected that build — a connector that fell back,
rows dropped for a missing FX rate, a comparison baseline that is unavailable. They are context, not alarms.
Weekly and monthly keep every published period. Use the history dropdown in the board's own top bar to load one —
archived boards render exactly as they did when built.
If a board looks stale
Check the dot on its card above. Builds run on a schedule and each one writes a log; a board that has not
rebuilt is usually a failed build rather than a quiet week.