For consumer brands
Margin, not just sales.
Dear CFO puts your store, your payments and your ad spend next to your accounting, so contribution margin and return on ad spend are measured against real revenue.
Works with
Contribution margin
31%
+2.4 pts
Revenue this month
$842K
+12%
Illustrative figures
The problem
Sales look great. Is the business making money?
Shopify shows sales, the ad platforms show ROAS, and the books show something different from both. Refunds, discounts, fees and ad spend decide the margin, and they live in four places.
- Orders, refunds and discounts in the store
- Spend in Google and Meta
- Fees and payouts in Stripe or Square
Shopify
Stripe
Square
Google Ads
Facebook Ads
Dear CFOOne live set of numbersHow it works
Everything flows into one live set of numbers.
Each system syncs on its own schedule into one managed warehouse. Statements, metrics and answers all read from it, so they always agree.
Live statements
P&L and balance sheet, current
Your metrics
Defined once, kept current
Answers
Ask in plain English
Numbers you can track
The numbers consumer brands and e-commerce run on.
Illustrative figures
Contribution margin
Revenue less cost of goods, fees, refunds and ad spend.
31% this month
ROAS against real revenue
Google and Meta spend beside revenue from your store and books.
2.8×
blended, in real revenue
Refunds and discounts
Their drag on revenue, measured rather than guessed.
9% of gross sales
Payouts and fees
What actually reached the bank from Stripe or Square.
$61K last week
Inventory
Stock levels by location, feeding the plan.
64 days of cover
Subscription revenue
Recurring revenue and churn from Stripe subscriptions.
$118K
monthly recurring
What you get
Built on the whole system.
KPI dashboards and scorecards
Define each metric once and use it everywhere: dashboards built from tiles, and a scorecard where every seat owns the numbers it is accountable for.
Learn moreForecasting and budgeting
A financial model with your actuals already in it: compare scenarios, freeze a budget, and score every period against it automatically.
Learn moreAI financial analyst
Ask questions about your revenue, cash, customers and margins in plain English. Dear CFO answers from your own books and shows the work behind every answer.
Learn moreQuestions
Dear CFO for consumer brands and e-commerce
Which platforms does it connect to?
Shopify, Stripe and Square for sales and payments, Google Ads and Facebook Ads for spend, and QuickBooks Online or Xero for the books.
Can I see ROAS in money, not platform conversions?
Yes. Ad spend sits next to revenue from your store and your accounting, so return is measured against what you actually took in.
Does it change anything in my store or ad accounts?
No. Dear CFO reads from them and never changes orders, products or campaigns.
See it against your own numbers.
Create a login and connect your systems in minutes, or book a call and we will walk through it with your business in mind.