Split the number.
Find the reason.
Revenue fell 18%. Here's exactly which part of the business did it — traffic, conversion, average order value, returns, and the one segment behind most of it.
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Revenue didn't drop. Conversion did.
One number becomes four contributions. Traffic was up. Conversion took it all back, and rising returns finished the job.
Your dashboard shows the drop. It doesn't explain it.
Line charts tell you when. They never tell you which part. So every bad week becomes a meeting where four people guess and the loudest guess wins.
- Revenue is down 18%
- Sessions are up
- Somebody export a CSV
- Two days of pivot tables
- Conversion caused −$142k of it
- Returning mobile / paid social, −34%
- Margin fell faster than revenue
- Answer in one screen
It finds the segment. You don't have to guess.
Prism tests every combination of device, channel, customer type, product and discount status, then tells you which one moved the total. Here: returning mobile buyers from paid social, down 34%.
- returning · mobile · paid social18% of revenue−34%
- new · mobile · paid social9% of revenue−11%
- returning · desktop · email21% of revenue+7%
- new · desktop · organic14% of revenue−2%
| cohort | size | M0 | M1 | M2 | M3 | M4 | M5 |
|---|---|---|---|---|---|---|---|
| Jan 2026 | 1,240 | 100% | 46% | 38% | 33% | 30% | 28% |
| Feb 2026 | 1,396 | 100% | 44% | 35% | 30% | 27% | 25% |
| Mar 2026 | 1,502 | 100% | 51% | 44% | 40% | 37% | — |
| Apr 2026 | 1,318 | 100% | 39% | 29% | 24% | — | — |
| May 2026 | 1,611 | 100% | 53% | 46% | — | — | — |
| Jun 2026 | 1,744 | 100% | 55% | — | — | — | — |
Which month's customers actually stayed?
Retention by acquisition month, channel, first product and discount status — so you can see which acquisition decisions bought you customers and which bought you one order.
Revenue is vanity. This is the real number.
Revenue net of COGS, shipping, payment fees and ad spend — per product and per channel. Your best-selling product and your best-earning product are rarely the same one.
- Revenue100
- COGS−38
- Shipping−9
- Payment fees−2.6
- Ad spend−27
- Contribution margin23.4
How long until a customer pays you back?
Cumulative contribution margin per customer by cohort, against the cost of acquiring them. Payback period is the number that decides how fast you can afford to grow.
Did the promo add sales, or just move them?
Prism separates incremental orders from orders pulled forward and orders that would have paid full price — then prices the margin you handed over.
- Incremental orders31%
- Pulled forward44%
- Would have paid full price25%
The promo looked like a $358k week. $111k of it was new demand; the rest was margin given away on orders you were getting anyway.
Move conversion 0.4%. See what happens.
Sliders on conversion, AOV and retention, compounded over twelve months and priced in contribution margin — not just revenue.
Effects compound: retention raises repeat orders, which raises the order count the AOV change applies to. Prism models the interaction rather than adding the three lifts.
Connected to where your numbers already live
Shopify, WooCommerce, Stripe and the major ad platforms, plus COGS and shipping costs by CSV or per-product entry.
Three plans. No trial, no annual lock-in.
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Questions operators actually ask
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