What is net revenue?

Net revenue is the sum of order-line revenue over net sales — orders that are neither cancelled nor refunded in full — excluding tax. The net-sale rule is shared across the app, but the surfaces differ in two details: whether order-level discounts have been taken off, and how refunds and dates are counted. The sections below say which surface does what, so a KPI and a ranking that differ by a few percent can be reconciled.

Formula

net revenue = Σ line_revenue_base  WHERE is_net_sale

Worked example

A store books €120,000 of order lines in a month. €6,000 sits on cancelled orders and €4,000 on fully refunded ones — net revenue is €110,000. A platform report that counts orders at placement would show €120,000; the €10,000 difference is not missing data, it is the countable-sale rule. Partial refunds are different: the order still counts as a sale, and its refund shows in the refunds metric instead of silently shrinking revenue. A partial refund keeps the order a sale regardless of which status the shop's own order list shows it under — the status string does not decide this, the euros refunded against the order's own revenue do.

How Saldo Metrics computes it

v_orders defines is_net_sale once — not cancelled, and not refunded for the whole of its own revenue. Line revenue is line_revenue_base: the line's as-sold amount converted to EUR at the order date's ECB rate (each order also keeps its original currency and rate). From there the surfaces diverge:

  • The KPI and trend chart sum v_order_lines.line_revenue_base over net sales in the selected period. That amount is before order-level discounts (cart-wide vouchers) are allocated onto lines.
  • The product, brand and category rankings sum through v_contribution_margin and subtract each line's allocated order discount, so revenue and margin come from the same discounted euros. Over a period with order-level discounts these rankings add up to less than the KPI.
  • The country split reads v_country_revenue_ledger: every booked order dated at its order date, plus a negative row for each refund dated at its refund date. Partial refunds therefore reduce a country's revenue in the period they happen, and the country totals need not match the KPI for the same period. The ledger carries the tax-inclusive figure and VAT beside the net number.

Why it matters

Revenue is the denominator of margin percent and the base of MER and blended ROAS, so which revenue a number is built on matters. Anchoring the net-sale rule at the view layer keeps every surface on the same set of orders; the remaining differences — order discounts and refund timing — are the ones described above.

Common mistakes

  • Comparing against a platform's gross figure. Store platforms often report placed-order totals including tax; net revenue is post-cancellation, pre-tax. The country split carries both bases side by side.
  • Reading a revenue ranking as a profit ranking. The product and brand tables show margin next to revenue for a reason; the top-revenue row is regularly a mid-table margin row.
  • Expecting refunds to reduce the revenue KPI. In the KPI and rankings only fully refunded orders drop out; partial refunds are reported separately in the refunds metric. The country split is the exception: it nets every refund in the period of the refund.

Where you see this in the app

The Revenue KPI and trend on the dashboard, the top-products, brand, category and country revenue widgets, and the revenue alert metrics (7-day and 30-day).