No one does analytics like us.We hand you the move that makes the money.
Margin OS reads your store in true contribution margin, the number no other tool computes, then tells you the single highest-value move to lift customer LTV and cut churn, with the dollar impact attached. We don't run your accounts. We tell you exactly what to do.
Tied out to the dollar. A $5.76M apparel brand, reconciled across 19,217 customers.
Cohort
New custs
nCAC
90d gross profit
Ratio
Verdict
Nov 2025
1,476
$40.65
$141.79
3.49
Increase now
Dec 2025
768
$78.13
$115.68
1.48
Inefficient
Jan 2026
656
$91.46
$125.96
1.38
Inefficient
Feb 2026
517
$116.05
$138.80
1.20
Inefficient
Mar 2026
987
$60.79
$145.18
2.39
Optimal zone
Apr 2026
1,067
$56.23
$116.52
2.07
Optimal zone
Total
5,471
$65.80
$129.40
2.00
Optimal zone
under 11 to 22 to 3over 3
From the team behind $150M in revenue influenced
What it solves
Start with the problem you have today.
The questions ecommerce operators bring us, and how Margin OS answers each.
We're growing revenue, but not profit.
See true contribution margin on every order, product and channel.
Growth, 90dvs prior
Revenue+18%
Gross profit+9%
Contribution margin+3%
Unit economics →
How much are our discounts actually costing us?
The contribution-margin cost of every promo, with the loss-makers flagged.
Promo P&L · CM190d
SUMMER20-$31k
FREESHIP-$22k
WELCOME10+$8k
Discounting & promo →
Where does our margin actually come from?
Rank products and collections by true margin, not revenue.
Collections · true marginCM1 %
Headwear71%
Outerwear64%
Graphic tees52%
Products & collections →
Which customers are about to stop buying?
Spot high-margin customers going at-risk before they churn.
Customers by state
Active4,210
At risk312
CM1 at stake$48k
Customer Value & Segmentation →
Who are our best customers, and where do we find more?
Place your base in demographic and value-climate lenses, then prospect the neighbourhoods that look like your best.
Over-index · neighbourhood typevs national
Urban Professionals2.1x
Aspirational Families1.6x
Rural Families0.5x
Persona Identification →
Is our creative actually working?
Resolve creative performance to the true margin it brings in.
Creative · true CM1ROAS
Tee drop · 3.1x+$12k
Bundle · 4.2x-$3k
Retarget · 2.7x+$6k
Creative analytics →
When do I reorder, and what's moving?
Stock velocity and a margin-weighted restock list, before you sell out or over-buy.
Days of covervelocity
Crew Tee · Black6d
Hoodie · Sand19d
Cap · Navy41d
Inventory & velocity →
Which channel is really profitable?
True nCAC and reconciled, margin-true channel profitability, past the over-attribution.
Channel · CM1 : nCACratio
Google2.4x
Meta1.3x
TikTok0.8x
Channel profitability →
What's our real margin, and how long to pay back CAC?
Real gross-margin-to-cost and the customer-acquisition payback period.
23.4%
Contribution margin
4.2 mo
CAC payback period
Margin & CAC payback →
Email and SMS are leaving money on the table.
Margin-true segments synced to Klaviyo to lift email and SMS return.
Segmentssynced · Klaviyo
VIP · $61 AOV1,240
Win-back840
Full-price suppress1,810
Email & SMS segmentation →
See these run on your own store.We tie out your contribution margin in the first session, no data team required.
Product tour
The tiles that do the work.
The actual surfaces from the product, on a live store reconciled to the dollar. Every number is true contribution margin.
Net revenue
$97.2K
▲ +8.4%
Contribution margin
$22.9K23.5%
▲ +2.1%
CM1 per order
$37.85
▼ -1.4%
Blended MER
26.2×spend gated
CM payback
First order
▲ healthy
Unit economics
CM1 waterfall
Every sales dollar stepped down to true contribution margin.
Grey dashed legs are honestly not-yet: fulfilment and fees await connectors, never a fabricated $0.
Customers
Margin-true RFM cube
Scored on CM1, not revenue.
Champions1,181
Loyal484
Potential loyalist677
Promising1,729
New154
Need attention1,006
Can't lose them920
At risk488
About to sleep139
Hibernating3,090
One & done9,084
Lost290
Products
Margin by collection
True CM1 per collection, with the worst flagged.
Contemporary Gin$5.0K22%
Dry Gin$4.0K23%
Red Wine$2.0K30%
Pre-Mixed$1.4K30%
White Wine$1.2K27%
Non-Alcoholic$1.0K27%
Single Malt$88819%
Cohorts
CM1-LTV triangle
How much margin each cohort returns as it ages.
Cohort
0
1
2
3
4
5
2025-01
$9
$16
$24
$31
$38
$44
2025-02
$11
$19
$28
$36
$43
2025-03
$8
$15
$22
$29
2025-04
$12
$21
$31
2025-05
$10
$18
2025-06
$13
Months since acquisition. Cell = cumulative CM1-LTV per customer.
The problem
Your analytics hands you a chart and a to-do list. You reconcile reports, argue over whose number is right, and still optimise to revenue. And the dashboards flatter the customers who would have bought anyway.
Margin OS doesn't show you the data. It hands you the move, priced in the profit at stake.
Lift LTV. Cut churn.
Churn is decided at acquisition. We catch it there.
We measure who stays, who leaves, and who is worth keeping, in margin, not revenue.
Lifecycle migration, net CM1 this quarter
New
4,820 buyers
$612k
+18% repeat
Active
5,140 buyers
$1.41M
↗ climbing
Repeat
3,910 buyers
$1.66M
↗ climbing
Loyal
2,440 buyers
$1.28M
+$214k
VIP
980 buyers
$640k
protect
At-risk
1,260 buyers
$208k
-$88k drifting
Lapsed
667 buyers
$0
win-back: 2,698
+$214k of contribution margin is climbing toward Loyal and VIP this quarter, while $88k is quietly slipping toward At-risk and Lapsed. We flag the high-margin movers before they go, and hand you the win-back audience.
Revenue stars, margin traps
Top products by revenue
13-pack Crew Tees$310k
2Promo Bundle Box loss-making-$14k CM1
3Oversized Hoodie$238k
4Free-ship Sampler loss-making-$6k CM1
5Classic Tee$176k
6Logo Cap$120k
Top collections by true marginCM %
1Headwear71%
2Outerwear64%
3Basics (tees)58%
4Accessories55%
5Bottoms49%
6Bundles22%
Your top sellers by revenue and your top earners by margin are rarely the same list. Discounted bundles and free-ship samplers move units but bleed margin, while headwear and outerwear quietly carry the profit. Steer the mix by product, collection and cohort.
Insight to action
We don't just show you the numbers. Here's the move.
A few of the questions above, and the product view behind the answer.
Discounting & promo
See what every discount really costs.
Each promo and code costed in true contribution margin, not revenue. The codes that look like wins but lose money on every order show up red.
Margin OS recommends which to keep, cap or kill. You decide.
Discount-code P&LLive
WELCOME10+$30k CM
VIP15+$19k CM
FLASH40-$11k CM
SUMMER25-$3k CM
Inventory & velocity
Restock before you sell out or over-buy.
Days of stock left and how fast each SKU is moving, weighted by the margin you stand to lose. A reorder list ranked by lost profit, not just units.
Export the draft purchase order when you're ready.
Stock velocity & days of coverLive
Oversized Hoodie 6 daysreorder
Classic Tee, Black 9 daysreorder
Logo Cap 48 dayshealthy
Joggers 120 daysoverstocked
Channel profitability
Know which channel is actually profitable.
True nCAC and the real contribution margin each channel returns, reconciled past the over-attribution every ad platform reports. See the entry product that brings customers who come back.
See the true contribution each channel returns per dollar. You decide where it goes.
Channel profitability, margin-trueReconciled
Email / Klaviyo$3.40
Meta$1.12
Google$0.94
TikTok$0.61
Reported ROAS says all four work. True margin per dollar tells a different story, channel by channel.
Stop reading dashboards. Start getting the move.See the exact recommendations Margin OS would hand your team, on your numbers.
Insight to decision
It tells you the move. You make the call.
Margin OS ranks every recommendation by the contribution margin at stake, with its confidence and where the number came from. Export the list, push the audience to Klaviyo, or hand it to your team. We don't take over your accounts. You decide and act.
Cap discount depth on Segment 3 at 10%
Expected CM1
+$142k / yr
Confidence
High
Effort
Low
Suggested owner
Retention
Status
Recommended
Source
Tied out
Export the segment →
This week's moves, ranked by CM1Live
Cap Segment 3 discount+$142k
Reorder top 12 SKUs+$61k
Win back the 2,698 lapsed+$54k
Kill SUMMER25 code+$3k
The full platform
Twelve sections, one contribution-margin spine.
Every part of the business read in true margin, from the daily read to the finance models behind the plan.
Daily operations
Executive Margin ReadThe one-screen read and the signals worth a look.Unit EconomicsWhere true margin is made and lost.Discounting & PromoThe true cost of every discount.Products, Inventory & ReturnsEvery SKU, restock and refund in margin.Customers & marketing
Customer Value & SegmentationWhat each customer is worth and what state they're in.Persona IdentificationWho your customers are and where to find more.Acquisition, Attribution & ActivationFirst-party attribution and the audiences to act on.Creative AnalyticsCreative ranked on the true margin it brings in.Connected
Not another tab. It fits how your company already runs.
Plugs into the tools you already use. No data team required.
Shopify
Google Ads
Meta
Klaviyo
Trust
Numbers a CFO can sign.
Every figure reconciles to an independent anchor before it ships. We never coalesce a missing cost to zero. Where a number rests on an estimate, we say so.
Visit the Trust CenterContribution margin, tied outReconciled
$1.35M23.4% CM1 margin
On 40,099 reconciled orders, COGS at 58% of net revenue
$5.76M
Net revenue
-$3.34M
COGS
-$620k
Shipping
-$450k
Fees
$1.35M
CM1
Tied out to the dollar. $5.76M net revenue, less $3.34M COGS, $620k shipping and $450k fees, leaves $1.35M contribution margin. Reconciled, with provenance on every figure.
Want a CFO-grade tie-out of your store?We'll reconcile your numbers to the dollar and walk you through where the profit is leaking.
In their words
Operators, not anonymous praise.
"
Blufire is one of the strongest marketing teams I've worked with in the past decade. They are responsive, highly skilled, and proactive in understanding our business to improve strategy and execution across paid media.
Jason BulgerCEO, Insider Sports
"
I've been very impressed with the improvements Blufire have made to our paid digital marketing at Peter Jackson. Their team is proactive, performance-focused, and consistently works to maximise results. They operate as a true partner.
Nick JacksonCMO, Peter Jackson Menswear
"
Blufire was a valuable partner during a period of significant change for our organisation. They were responsive, decisive, and brought the experience needed to move quickly and with confidence.
Braden HodgesDirector of Demand Gen, interos.ai
See your store's real margin in your first session.
Connect Shopify and we tie out your contribution margin, show where it leaks, and hand you the ranked moves.
01
Connect Shopify
One click. No data team, no spreadsheets.
02
We tie out CM1
Your true contribution margin, reconciled to the dollar.
03
See where margin leaks
Discounts, returns, fake VIPs, dead stock.
04
Get the ranked moves
Every action, priced in the CM1 at stake.
05
Act and measure
Approve, activate, and track the margin moving.
Questions
The things buyers ask.
They measure at the channel level in revenue and ROAS. Margin OS measures at the customer, product and cohort level in true contribution margin, and hands you the executed move, not just a chart.
No. Connect Shopify and your ad and email tools in a click. We tie out your margin and start surfacing moves in your first session.
We tag the confidence and provenance of every figure and never fabricate a zero. Where a number rests on an estimate, the platform tells you.
It ranks the move and pre-loads the audience or order. You approve before anything syncs or sends. You are always in control.
Fast. We reconciled a $5.76M store across 19,217 customers and 40,099 orders to the dollar. You see your real contribution margin in the first session.
A dedicated database per customer, SOC 2 certified, hosted in Australia, with every number reproducible to its source. See the Trust Center.