See the profit in your customers. Then go get more of it.
Know what every customer is worth, after returns and product cost. Then let that number decide who you email and where you spend, and prove the dollars.
Read-only on ShopifyNo cardYour P&L tomorrow morning
Customer P&L
Did this period’s customers make you money, and which ones.
| Line | Sep | Change |
|---|---|---|
| Gross sales | 1,184,320 | +41,440 |
| Less discounts | -131,460 | -3,350 |
| Less refunds | -168,905 | -17,585 |
| Net revenue | 883,955 | +20,505 |
| Less product cost | -371,261 | -7,081 |
| Contribution after product cost | 512,694 | +13,424 |
| Less fulfillment | -64,120 | -1,140 |
| Less payment fees | -31,344 | -734 |
| Contribution after fulfillment and fees | 417,230 | +11,550 |
| Less acquisition spend | -221,900 | +5,370 |
| Customer profit | 195,330 | +16,920 |
Who made it
| Who | Contribution | Per customer |
|---|---|---|
| First-time buyers | 184,590 | 48.42 |
| Repeat buyers | 331,300 | 80.69 |
| Refunds on earlier orders | -3,196 | – |
Added by Tacet playbooks
Every playbook, against the store’s held-back group
95% range +4,200 to +20,700 · 3 Aug to 5 Oct 2026
+12,480
Shopify tells you what you sold. Not what you kept.
$1.18M sold. $195K kept. Discounts, refunds, product cost and ad spend took the rest, and none of it shows up per customer.
Gross salesSales
DiscountsDisc.
RefundsRefunds
Product costCost
Fulfillment and feesFulfil.
Ad spendAds
Customer profitKept
4 in 5customers buy once. Every flow you own treats them like loyal ones.
Nearly a thirdof first-order revenue can come back as refunds in apparel. Gross revenue never shows it.
Two people, one system.
One nightly score answers both: did we make money, and who do we email next.
If you own the P&L
The statement, the forecast, the payback.
Customer profit after every cost, sourced to Shopify.
What the base is worth, and whether a change is real.
Where acquisition pays back, by first product.
If you own Klaviyo
The plays, the exclusions, the read.
Who to email this week, drafted in your Klaviyo.
Every play priced in dollars before you press GO.
The profit it added, against customers it never reached.
Did your customers make you money last month? Now you can answer.
Gross sales to customer profit, customer by customer, every line traced to Shopify.
Customer P&L
| Line | September 2026 | August 2026 | Change |
|---|---|---|---|
| Gross sales | 1,184,320 | 1,142,880 | +41,440 |
| Less discounts | -131,460 | -128,110 | -3,350 |
| Less refunds | -168,905 | -151,320 | -17,585 |
| Net revenue | 883,955 | 863,450 | +20,505 |
| Less product cost | -371,261 | -364,180 | -7,081 |
| Contribution after product cost | 512,694 | 499,270 | +13,424 |
| Less fulfillment | -64,120 | -62,980 | -1,140 |
| Less payment fees | -31,344 | -30,610 | -734 |
| Contribution after fulfillment and fees | 417,230 | 405,680 | +11,550 |
| Less acquisition spend | -221,900 | -227,270 | +5,370 |
| Customer profit | 195,330 | 178,410 | +16,920 |
Added by Tacet playbooks
Every playbook, against the store’s held-back group
95% range +4,200 to +20,700 · 3 Aug to 5 Oct 2026
+12,480
| Who | Customers | Contribution | Per customer |
|---|---|---|---|
| First-time buyers | 3,812 | 184,590 | 48.42 |
| Repeat buyers | 4,106 | 331,300 | 80.69 |
| Refunds on earlier orders | 61 | -3,196 | – |
The rows above the line add up to the statement: 512,694 of contribution, before fulfillment, fees and ad spend.
By acquisition cohort
Of the last 12 months of new customers, 9 have paid back their acquisition spend. March 2026 paid back in month 4.
By entry product
Best first product: Waxed Field Coat, $175.93 contribution per customer in their first 90 days (445 buyers).
Returns detail
Refunds were 14.3% of this period's sales. Most refunded: Denim, 38% of refunds. 9.1% of first orders came back in full.
Forecast · kept apart from the statement
$4.21M
Forward CLV of your current customers, range $3.91M to $4.52M. Each customer’s value over the next 12 months, after product cost and expected returns, valued in today’s dollars.
$812,400
with 5,051 customers past their own reorder point and in no flow
64%
of it held by the top 10% of customers
71%
of customers have bought once
Customer profit after every cost, +16,920 on August. Each line traces to Shopify.
Every profitable customer, contacted at the right moment.
Forward CLV decides who hears from you, and when. Tacet runs it in your Klaviyo and proves the dollars.
Bought once
Second purchase
- Early
- Mid
- Late
Second purchase
$147,000
a year of Forward CLV from two more second orders per hundred first-time buyers.
Due to reorder
Reorder reminders
- Due now
- Past due
- Well past due
Reorder reminders
$812,400
of Forward CLV sits with 5,051 customers due to reorder and in no flow.
Just returned
Post-return recovery
- Early
- Mid
- Late
Post-return recovery
$41,300
refunded in a month on swaps that went wrong. Win back the ones who wanted the product.
Lapsing
Win-back
- Nudge
- Offer
- Last word
Win-back
$272,400
of Forward CLV with 1,943 customers well past due. Wake the ones worth waking.
Top decile
High-value protection
- Recognise
- First look
- Check-in
High-value protection
$1.71M
of Forward CLV held by 4,120 Brand Champions. Keep them, without a coupon.
Buys on promotion
Promo weaning
- Full price
- Full price
- Read
Promo weaning
$131,460
of discounts in a month. Stop giving them to customers who would pay full price.
Steady repeat
Subscription conversion
- Suggest
- Remind
- Read
Subscription conversion
1,240
steady repeat buyers ready for a subscription.
Resting on purpose
Rest
Leaving a customer alone is chosen as carefully as sending.
Save hours. Never leave a profitable customer waiting.
$812,400 waiting to be contacted on this store. Tacet builds the flows, fills them every night and reports what they made. You approve each playbook once.
One score on every customer. Every decision follows.
Forward CLV, after returns and product cost, re-scored every night.
Lifecycle, in Klaviyo
Who hears from you, and when.
Timed to each customer, so no profitable customer is left waiting.
Acquisition
Where spend pays back.
Payback by the first product a customer buys, so budget follows the customers worth having.
Returns
Who returns are made easy for.
Generous for the customers worth keeping, firm for the ones who cost you.
Proof, not attribution.
One in five customers is held back from every playbook. You see the profit it added, in dollars, not revenue an email claims.
One playbook, read against its held-back group
The read: Week 6
3,931
due to reorder, in no flow
761
held back on purpose, never emailed
+$12,480
added in profit against them. 95% range +$4,200 to +$20,700
Per targeted customer · 12-month forward value
+$5.20
of 12-month forward value per targeted customer, against a held-back group. 95% range +$1.30 to +$9.10.
Top 10% of customers · Share of next 90 days' profit
81%
The top 10% of customers by Forward CLV produced 81% of the next 90 days' profit. About 8 times what a random 10% produces.
Reminder email · Value built
RETIRED$0.00
The reminder email that looked great on every dashboard built $0.00 of value. We retired it.
Figures from an example store.
Dashboards report. Tacet picks the customers, runs the flows and proves the dollars.
The first six weeks.
Your P&L the next morning. Your first playbook in week two. Its dollars in week six.
Day 1
Connect Shopify, read-only.
Day 2
Your Customer P&L, and Forward CLV on every customer.
Week 1
The Brief, every Monday.
Week 2
The first playbook, proposed with its numbers.
Week 6
The first read, against the held-back group.
The Customer P&L is free. Managed Playbooks cost $0.005 per customer a month.
The P&L is free at any size. Managed Playbooks: 30 days free, then $0.005 per customer a month. A 100,000-customer store pays $500.
Customer P&L
$0
A month. Any store size, no Klaviyo needed.
Managed Playbooks
$0.005
Per customer scored, after 30 days free.
The Customer P&L is free. Managed Playbooks cost $0.005 per customer a month after 30 days free, counted once at month end.
Know which customers pay you back, before you spend.
Your customer P&L, free, the morning after you connect Shopify.