Per-day funnel + true P&L (oldest→newest, TOTAL on top). The funnel reads left→right, each step fewer people: Impressions → Reach → Link Clicks → Landing → Checkouts → Leads → Reached Stripe → Orders. Landing = loaded the site · Checkouts = clicked "See your poster" · Leads = email captured · Reached Stripe = Stripe checkout sessions created · Orders = paid sales. Money is straight from Stripe: Revenue = net sales (charges − refunds, so refund days go negative) · Fees = Stripe fees · COGS = est. product+ship ($59/order) · Net $ = Revenue − Fees − COGS − ad spend (green = profit). ROAS = revenue ÷ spend · Net ROAS = margin ÷ spend (green ≥1×) · CPC = $/link-click · CPA = ad $/order · Conv = checkout→order %.
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