Profitability OS / for ecommerce operators

Stop scaling the products that are secretly losing money.

Shopify shows revenue. Meta shows ROAS. Your bookkeeper shows the truth — three months too late. Ektra connects every order, refund, ad dollar and operating cost into one profit model, and tells you which products to scale, pause, reprice or kill — to the cent, in real time.

Get started → See the math →

✓ Shopify · Meta · Google · TikTok ✓ Read-only, OAuth ✓ Made in EU

ektra/analytics/margin

Last 30 days Live

Revenue

$612,840

▲ 18.4%vs. prev. 30d

Contribution marginLIVE

$184,210

▲ 12.4%30.1% of revenue

Net profitAFTER OPEX

$74,892

▲ 6.8%12.2% net margin

Ad spend · all channels

$92,184

▼ 4.1%Meta · Google · TikTok

Revenue vs. contribution margin

Contribution margin Revenue

Interactive chart preview

Product Margin / unit CM % Trend Decision

Basic T-Shirt — White +$18.42 41.2% scale

Denim Jacket — Blue +$14.06 34.8% hold

Field Cap — Black +$6.91 22.5% watch

Winter Jacket — Black −$2.18 −4.1% fix

✦AI · Ask the data

connected

Which product had the worst margin last month — and why?

Winter Jacket — Black lost $2.18 per unit across 412 orders. The driver is Ad spend (attributed) of $11.20 per order against a $42 ASP.

Gross revenue$17,304

− Refunds, tax, COGS, shipping, fees−$11,404

Contribution margin$5,900

− Ad spend (attributed)−$4,614

− Operating expenses−$2,184

Net profit−$899

// Illustrative sample data — not live customer metrics ektra.app →

Built for the stack you already run

Shopify + Meta Ads + Google Ads + TikTok Ads + WooCommercesoon

01 · The problem

Every tool tells you half the truth.

Operators stitch the answer together from four different screens, two exports and a bookkeeper who's already moved on. By the time the picture's complete, the budget's been spent.

Shopify says

Revenue is up +18% this month.

But Shopify can't see your ad spend, your COGS, your refunds-by-SKU, or your fees. It's a top-line story.

Meta says

ROAS is 2.4×. Scale the budget.

Meta optimizes for purchase value — not for margin. A 2.4× ROAS can still be loss-making after COGS and fees.

Bookkeeper says

"I'll have the P&L done by the 15th."

That's 47 days after a decision was needed. Net profit by month-end isn't operational. It's an autopsy.

Ektra says

Winter Jacket lost $2.18 per order. Pause it.

One model. Every cost. Every order. Answers you can act on today — not next month.

"Sales are up" is no longer good enough. Ektra tells you which revenue is worth keeping.

02 · The math

Contribution margin, to the cent.

Every line below comes from a source platform — Shopify, Meta, your COGS sheet, your shipping rules, your payment processor. No averages. No "estimated margin." If a number is attributed or smoothed, the product says so.

▲Inflows · revenue

▼Outflows · refunds, tax, COGS, shipping and fees

=Contribution margin · before ads and operating expenses

−Ad spend + operating expenses · period costs

=Net profit · contribution margin after ads and OpEx

// Winter Jacket — Black · per unit computed live

Inputs

▲Gross revenue$42.00

−Refunds$3.45

−Tax$3.20

−COGS & landed cost$15.00

−Shipping cost$4.58

−Payment fees$1.45

Contribution margin gross − refunds − tax − COGS − shipping − fees

$14.32

−Ad spend (attributed)$11.20

−Operating expenses$5.30

Net profit / unit

contribution margin − ad spend − operating expenses

−$2.18

03 · How it works

Connect. Calculate. Decide.

No SQL, no warehouse migration, no quarter-long onboarding. Connect your stack, set your COGS, and Ektra runs the math on every event — backfilled and forward.

STEP 01 · CONNECT

Plug in the sources that determine profit.

OAuth into your store and ad accounts. Drop a CSV of COGS or pipe it from your inventory system. Add shipping rules, payment fees and OpEx. Backfill is automatic.

Shopify WooCommerce Meta Ads Google Ads TikTok Ads $COGS →Shipping ⌗Fees ≡Stock +OpEx

STEP 02 · CALCULATE

One profit model — for every order.

Contribution margin is computed from gross revenue, refunds, tax, COGS, shipping, and payment fees. Ad spend and operating expenses are then deducted separately to show net profit per product and store.

STEP 03 · DECIDE

Every product, sorted by what to do next.

Ektra labels each SKU with the action the numbers support. Drill into the why — refunds, COGS, ad waste — and act before the next week of budget runs.

04 · AI & MCP

Ask your P&L in plain English.

Every number on the dashboard is also an answer. Type a question in the in-app chat — or wire up your own agent to our public MCP server — and get the same explainable math the dashboard runs on.

✦

In-app AI chat

"Which product has the worst margin this week?" — gets a chart and a breakdown.

⌬

Public MCP server

Point your agent at mcp.ektra.app and it can query the same data, with the same auth boundaries.

≡

One source of truth

Web UI, REST and MCP answer the same questions the same way. No "AI numbers" vs. "dashboard numbers."

✦ektra · ai chat

online

Which product has the worst margin this week, and what should we do about it?

Winter Jacket — Black is the worst-performing SKU at −$2.18 net profit per unit across 412 orders. The driver is Ad spend (attributed) of $11.20 per order on a $42 ASP — about 27% of revenue going to acquisition.

Gross revenue$17,304

− Refunds, tax, COGS, shipping, fees−$11,404

Contribution margin$5,900

− Ad spend (attributed)−$4,614

− Operating expenses−$2,184

Net profit−$899

Recommended actions: pause Meta delivery for this SKU, or raise the price by $8 — modelled net profit moves to +$5.82/unit.

What if I cut Meta CPM by 20%? →

// answers are explainable — click any number to see the math mcp.ektra.app

05 · Trust & boundaries

Built for financial decisions, not vanity charts.

We're a careful guest on the platforms we connect to. Read-only by default. Built in the EU. Math you can audit, line by line.

✓ What Ektra is

+A profitability analytics system — contribution margin and net profit per product, store and organization.
+Read-only OAuth against connected platforms by default. We don't change your data.
+Explainable math. Every number drills down to the source rows that produced it.
+EU-built, RLS-first tenancy, encrypted at rest.
+Built for operators who need answers before month-end.

✗ What Ektra is not

−Not bookkeeping or a general ledger. We don't replace your accountant.
−Not an ad manager. We don't push budgets or write creative.
−Not a CRM or lifecycle automation platform.
−Not a black-box attribution product. Every attribution rule is visible.
−Not making decisions for you. It tells you what the numbers say. You decide.

06 · Company

Built by Ektra Solutions OÜ.

An independent EU technology company. We're a small team of engineers and operators building profit analytics for DTC brands that need better decisions than delayed spreadsheets can provide.

Questions about security, partnerships, or pricing? Write to support@ektra.app.

// company information operational

Legal nameEktra Solutions OÜ

JurisdictionEstonia · EU

Registered officeAhtri tn 12
15551 Tallinn, Estonia

Productektra.app ↗

Contactsupport@ektra.app

BuiltMade in EU

Find out which revenue is actually worth keeping.

Connect your store and ad platforms in minutes — Shopify, Meta, Google, TikTok. See contribution margin per product before the next campaign runs. Read-only on day one.

Get started → Talk to us →

● Made in EU · Read-only OAuth