# Financial Hearbeat

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## Filter Block

Three filters that control the scope of the entire report.

1. ### Current Period

   A dynamic date filter that defines the window you want to analyze. The default is **this month to today** — for example, all days in March up to today's date.

   Available range options include:

   | Option                                 | Description                                                     |
   | -------------------------------------- | --------------------------------------------------------------- |
   | `This month / today`                   | All days from the 1st of the current month through today        |
   | `Yesterday`                            | The previous full day                                           |
   | `In the past…`                         | Rolling window: past N days, weeks, quarters, hours, or minutes |
   | `Hours / Weekdays / Months / Quarters` | Granularity options for intra-period views                      |
   | `Custom`                               | Manually define a start and end date                            |
2. ### Compare Period

   Defines the reference window used for benchmarking. The default is **previous month** (same date range, one month prior). Options include:

   | Option                           | Example use case                                 |
   | -------------------------------- | ------------------------------------------------ |
   | `Previous month`                 | Compare March performance against February       |
   | `Previous week`                  | Compare the past 7 days against the prior 7 days |
   | `Previous year`                  | Year-over-year comparison for the same period    |
   | `Previous week of previous year` | Combine both for cross-year weekly benchmarking  |
3. ### Channel

   Filter data by sales channel. All three are selected by default:

   | Channel         | Description                             |
   | --------------- | --------------------------------------- |
   | **Amazon**      | Amazon marketplace                      |
   | **DTC**         | Direct-to-consumer storefront (Shopify) |
   | **TikTok Shop** | TikTok social commerce                  |

## KPI Tile Block

Eight metric tiles showing aggregated values for the current period with a % change indicator versus the comparison period.

### Reading a KPI tile

Each tile shows the total value for the selected period. Below it, a colored indicator reflects performance versus the comparison period:

| Indicator  | Meaning                                                 |
| ---------- | ------------------------------------------------------- |
| 🟢 Green % | Current period is **higher** than the comparison period |
| 🔴 Red %   | Current period is **lower** than the comparison period  |

1. ### Transactional metrics Tiles 1–4

   Sourced from the **transactional data source**.

   | KPI                     | Definition                               |
   | ----------------------- | ---------------------------------------- |
   | **Net Revenue**         | Total net revenue for the current period |
   | **Orders**              | Total number of orders placed            |
   | **Average Order Value** | `Net Revenue ÷ Orders`                   |
   | **Gross Profit**        | Revenue minus cost of goods sold         |
2. ### Marketing metrics Tiles 5–8

   Sourced from the **Smart Model Source**.

   | KPI                     | Definition                            |
   | ----------------------- | ------------------------------------- |
   | **Direct Advertising**  | Total direct ad spend for the period  |
   | **ROAS**                | `Net Revenue ÷ Direct Advertising`    |
   | **Marketing Expenses**  | Total marketing costs for the period  |
   | **Contribution Profit** | Gross Profit minus marketing expenses |

## Cross-Channel Daily Breakdown Table

A day-by-day view of performance for the current and comparison periods, with static totals on the right.

### Column groups

| Group                 | Columns                                               | Notes                                                  |
| --------------------- | ----------------------------------------------------- | ------------------------------------------------------ |
| **Current Period**    | Net Revenue, Orders, AOV, Gross Profit, % Net Revenue | Reflects the selected current period                   |
| **Comparison Period** | Net Revenue, Orders, AOV, Gross Profit, % Net Revenue | Reflects the selected comparison period                |
| **Total**             | Net Revenue, Orders, AOV, Gross Profit, % Net Revenue | Row-level totals — static, always visible on the right |