Order & Journey Explorer
How Profit is Calculated
Understanding the profit formula and what data is included
The Profit Formula
Attribo calculates profit using this formula:
Profit = Revenue - Ad Spend - Fees - COGS
- Revenue: Total order value from Stripe/Shopify
- Ad Spend: Cost of advertising from Meta Ads
- Fees: Payment processing fees (Stripe fees, etc.)
- COGS: Cost of Goods Sold (if configured)
Data Sources
Profit calculations require data from multiple sources:
- Meta Ads: Provides ad spend data
- Stripe: Provides revenue and fee data
- Shopify: Provides order data and product costs (if configured)
- Attribution: Links orders to specific ads/campaigns
Time Windows
Profit is calculated based on attribution windows. By default, Attribo uses a 7-day click window and 1-day view window for Meta conversions.
This means an order is attributed to an ad if the customer clicked the ad within 7 days before purchase, or viewed it within 1 day.