Finance
The Finance tab gives you a complete picture of your operations' profitability: revenue, expenses, commissions, net profit, and client value analysis. This is the ideal view for understanding where every dollar goes.
Main KPIs
Seven cards cover your entire financial situation:
| KPI | What It Measures |
|---|---|
| Collected Revenue | Money received from your clients |
| Ad Spend | Budget invested on Meta |
| Commissions | Amounts paid to reps and partners |
| Net Profit | What remains after all expenses |
| Margin | Percentage of revenue kept as profit |
| ROI | Return per dollar invested in advertising |
| Average Ticket | Average revenue per sale |
Each card displays the current value and a comparison arrow with the previous period.
Insight DURUM
AI-generated suggestions focused on financial strategy:
- Funnel optimization: where to invest to maximize returns
- Budget allocation: redistributing spend across campaigns
- Margin management: paths to improve profitability
P&L Table (Profit & Loss)
A summary table that condenses your financial situation into a single view:
| Row | Description |
|---|---|
| Sold Revenue | Total sales amount (invoiced) |
| Collected Revenue | Amount received (with collection %) |
| Ad Manager Commission (%) | Ad manager commission (percentage) |
| Sales Commission (%) | Sales rep commission (percentage) |
| Ad Spend | Meta advertising budget |
| Net Profit | What remains after all deductions |
Sold vs Collected Revenue
The difference between the two represents pending payments or installment plans. The collection percentage shows what proportion of your sales has actually been received.
Spend vs Revenue Trend
A cumulative area chart overlaying ad spend and collected revenue over time. The area between the two curves represents your cumulative profit.
TIP
If the two areas cross (spend exceeds revenue), you're in a net loss for that portion of the period. Identify when it happened and check which campaigns were active.
Monthly P&L
A bar chart comparing expenses and revenue month by month. Each month displays two bars side by side for easy visual comparison.
This chart is useful for identifying seasonal trends and seeing if your profitability is improving or deteriorating over time.
Revenue by Campaign
A detailed table breaking down your financial results by ad campaign:
| Column | Description |
|---|---|
| Campaign | Meta campaign name |
| Spend | Amount invested |
| Revenue | Revenue generated |
| Profit | Revenue minus spend |
| ROAS | Return on ad spend |
The table is sortable and exportable as CSV.
Identify Profitable Campaigns
Sort by ROAS to see which campaigns generate the most revenue per dollar invested. Campaigns with a ROAS below 1x are costing you money.
Revenue by Product
A bar chart showing total revenue generated by each product or service. Useful for understanding which products contribute most to your bottom line.
Unit Economics
Unit economics measure the economic value of each individual client:
| Metric | What It Measures | Target |
|---|---|---|
| CAC | Customer Acquisition Cost: how much it costs to acquire a new client | As low as possible |
| LTV | Lifetime Value: total revenue generated by a client over the entire relationship | As high as possible |
| LTV:CAC Ratio | How many times client value exceeds acquisition cost | > 3x |
| Payback Period | Number of months to recover the acquisition cost | As short as possible |
Interpreting the LTV:CAC Ratio
| Ratio | Color | Meaning |
|---|---|---|
| > 3x | Green | Excellent: your acquisition is very profitable |
| 1x to 3x | Orange | Fair: there's room to optimize |
| < 1x | Red | Problematic: each new client costs more than they bring in |
TIP
An LTV:CAC ratio above 3x means each dollar invested in acquisition generates at least 3 dollars of long-term value. This is the recommended target for healthy, sustainable growth.
The payback period indicates how many months it takes, on average, for a new client to "repay" their acquisition cost. The shorter this period, the faster you recover your investment and can reinvest it.
Commission Models
The Finance tab accounts for commissions paid to your reps and partners. Three commission models are supported:
| Model | Description |
|---|---|
| Flat rate | A single percentage on all sales (e.g., 10% on each sale) |
| Per product | A different rate or amount depending on the product sold (e.g., 15% on Product A, $100 flat on Product B) |
| Tiered | The rate increases with sales volume (e.g., 10% for the first 10 sales of the month, 12% for the next, 15% above 25 sales) |
Commissions are automatically deducted in the net profit calculation. The active model is configured by your account manager.
INFO
If you have questions about your commission model or would like to change it, contact your team at Durum Marketing.