Improve Your Ecom Profitability

What is ActionableBI?

ActionableBI is a profitability tracking tool for e-commerce businesses. It visualizes your GM1, GM2, GM3 and EBITDA using your actual data — including revenue, ad spend, returns, fulfillment, and COGS — so you can make informed decisions, not assumptions.

Tool in action

Here are a few screenshots from real dashboards used by a set of eCommerce companies:

The CFO's favourite view. OR, the cost-efficient substitute for a CFO at this stage:

Daily breakdown of COGS, fulfillment, ads, and GM3 — revealing the margin left after all variable costs. Extremely easy, if the GM3 bar is higher than the fixed costs, the day is profitable!

Key metrics at a glance

High-level dashboard showing key profitability metrics: revenue, AOV, aMER, CAC and returning customers.

Find your perfect ad spend zones for every month

Visualize how advertising efficiency (aMER) changes as ad spend increases — and find the inflection point.

Track anything against your targets

Track daily aMER against your expected and target levels to quickly spot good or poor performance days.

How well is your new customer actions performing compared to targets

See how your new customer revenue is performing compared to your forecast and stretch targets.

Follow the income and costs in the same way as they are on the P&L sheet

Follow the flow from revenue down to EBITDA through each margin layer: GM1, GM2, GM3, and fixed costs.

A lot of metrics to compare for the geeky ones

Choose which key metric you want to view — including revenue, GM1, GM2, GM3, ad spend, and EBITDA.

Plug and Play, not platform dependent

There are already connectors for all the ad tools (Meta, Google ads, TikTok, Search Console, Analytics, etc). The only other thing we need to feed in is your sales data on order level from your eCom platform (Shopify, Magento, Woocommerce, Refox, etc), and your product list with sales prices and purchase prices.

Did we say that all data is yours? Everyghing can be set up on a Google Cloud Bigquery that YOU own, and this tool is just the processor. (GDPR safe and future-proof. You own the data if you want to do something else with it in the future.

What you get

✅ Know your daily EBITDA drivers
✅ Track GM1, GM2, GM3 with real data
✅ Spot products that kill profit before you scale them
✅ Understand impact of ad spend on margin
✅ Clear visuals for what’s working – and what’s not
✅ Competitive pricing starting from a few hundred € a month

Understand and improve your e-commerce profitability