AdvisorStarter+
Findings ranked by the money at stake, the weekly CFO briefing and benchmarks.
On this page
Advisor tells you what to fix first. Each finding is ranked by the money at stake each month and shows the math behind every number. Advisor never changes anything in Shopify. It suggests one concrete action with a link. Open Profit → Advisor.
What Advisor checks
Advisor looks at the last 30 full days and compares them with the 30 before. Ad checks use the last 14 days. Amounts are scaled to a 30-day month.
| Check | Looks for |
|---|---|
| Contribution after ads | Orders that lose money after ads, or a falling profit per order |
| Break-even | Whether contribution covers your fixed costs and expenses |
| CAC payback | How long new customers take to pay back what you spent to win them |
| LTV to CAC | Whether customers are worth more than they cost to acquire |
| Discount profitability | Whether discounted orders earn less than full-price orders |
| Underpriced products | Products priced below your product margin target |
| Marginal ads | Campaigns whose extra spend returned less profit than it cost |
| Refunds by product | Products refunded far more often than the rest of the store |
| Payment fees | An effective fee rate above published standard rates for your country |
| Shipping recovery | Shipping charged that covers too little of what shipping costs you |
| Inventory cash | Cash tied up in dead or slow stock |
| Stockout risk | Profit at risk from products about to run out |
| VAT sanity | Tax settings that overstate revenue, or a VAT rate that differs from the standard rate |
When a check needs data you have not added, it says which data and where to add it. It does not guess. Industry packs add checks of their own.
Severity
- Act now: money at stake of 5% or more of monthly net revenue.
- Worth a look: 1% or more.
- Good to know: less than 1%.
Findings can overlap, so their amounts are never added up.
What each plan includes
| Plan | Advisor |
|---|---|
| Free | Preview: the top finding |
| Starter, Growth, Scale, Pro, Enterprise | All checks, the weekly briefing, Why? answers and What if? scenarios |
Weekly CFO briefing
Every Monday from 7:00 AM store time, Marginful writes a short briefing from your findings and emails it to your team, except read-only members. Every number in it is checked against the findings. Turn the email off in Settings → Notifications.
Done, dismiss and snooze
Mark a finding done, dismiss it, or snooze it for 7 or 30 days. Snoozes end on their own.
Benchmarks
- Published benchmarks come from public sources, shown with a Source link.
- Peer benchmarks compare you with similar stores. They are opt-in per workspace and off by default. Only ratios are shared, and a group is shown only when it has at least 10 stores.
Note
Advisor is business analysis, not tax or legal advice. Confirm tax and legal matters with an accountant.
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