> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Revenue Breakdown, Adobe Commerce > Revenue Breakdown for Adobe Commerce stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Supporting Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > Revenue decomposition by dimension. Available cuts: Customer Group (B2B vs DTC vs VIP), product Category, Store View, Country (from `shipping_address.country_id`), payment method, and "new vs returning customer". Reveals the revenue mix that headline cards aggregate. | | | | ---------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `SUM(grand_total) GROUP BY dimension` over orders in the 30-day window. The card lets the merchant pivot through dimensions without separate cards. | | **API field** | `grand_total`, `customer_group_id`, `customer_id`, `store_id`, `shipping_address.country_id`, `payment.method`, line-item `category_ids` from `GET /rest/V1/orders`. | | **Why it's a single card with a dimension switcher** | Adobe Commerce stores rich per-order metadata (Customer Group, Store View, country, payment method) that all roll up to the same `grand_total`. A single dimension-switching card avoids creating dozens of near-duplicate cards. | | **VAT / tax treatment** | Tax-inclusive (`grand_total`). For UK/EU merchants, Customer Group dimension may show different tax burdens (Wholesale group typically tax-exempt, retail group fully-taxed). The card respects whatever tax was applied. | | **Shipping inclusion** | Included in `grand_total`. | | **Discounts** | Already deducted, this is post-discount paid revenue. | | **Cancelled orders** | Excluded by default. Toggle to include. | | **Refunds** | Not subtracted, the card is creation-time. | | **Currency** | Mixed-currency display by default. `base_grand_total` for FX-neutral. | | **Multi-store scope** | Store View IS one of the dimensions. Slicing-by-Store-View is the most-used view for multi-region merchants. | | **New vs returning** | Computed: a customer is "new" if their first order in the system falls within the 30-day window. Anyone with a prior order (regardless of how old) is "returning". For 90D rolling repeat windows, see [Repeat Customer Rate](/nerve-centre/kpi-cards/adobe-commerce/repeat-customer-rate). | | **Time window** | `30D` rolling. | | **Alert trigger** | None on this card directly. | | **Roles** | owner | ## Calculation Calculated automatically from your Adobe Commerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A B2B+DTC merchant on Adobe Commerce 2.4.7. UK + US + DE Store Views. Period: 14 Apr 26 to 13 May 26. Total revenue £950,000 (mixed-currency display). **By Customer Group:** | Group | Revenue | % | Order count | Avg AOV | | ------------------------- | -------- | ----- | ----------- | ------- | | Wholesale (B2B Companies) | £342,000 | 36.0% | 308 | £1,110 | | Retail (DTC standard) | £498,000 | 52.4% | 4,210 | £118 | | VIP (registered loyalty) | £92,000 | 9.7% | 250 | £368 | | NOT LOGGED IN (guest) | £18,000 | 1.9% | 52 | £346 | **By Store View:** | Store View | Revenue | % | Notes | | ----------------------------------- | ---------------------- | ----- | ------------ | | UK Main | £612,000 | 64.4% | dominant | | US Main | \$186,000 (≈ £148,800) | 15.7% | growing | | DE | €98,400 (≈ £84,000) | 8.8% | EU expansion | | UK Wholesale Portal (B2B-dedicated) | £105,200 | 11.1% | B2B-only | **By Country (top 6):** | Country | Revenue | % | | -------------- | --------- | ----- | | United Kingdom | £612,000 | 64.4% | | United States | \$186,000 | 15.7% | | Germany | €78,000 | 6.9% | | Ireland | £18,400 | 1.9% | | Australia | \$14,200 | 1.2% | | Canada | \$8,400 | 0.7% | **By new vs returning:** | Cohort | Revenue | % | Order count | | ------------------------------------------ | -------- | ----- | ----------- | | New customers (first ever order in window) | £218,000 | 22.9% | 1,420 | | Returning customers | £732,000 | 77.1% | 3,400 | **By payment method (top 5):** | Method | Revenue | % | | --------------- | -------- | ----- | | Stripe (card) | £462,000 | 48.6% | | Net-30 PO (B2B) | £182,000 | 19.2% | | PayPal | £128,000 | 13.5% | | Apple Pay | £74,200 | 7.8% | | Klarna | £38,400 | 4.0% | **Insight pattern:** 1. **B2B contributes 36% of revenue from 6.4% of orders**, confirming the "few accounts, many dollars" B2B economics. Cross-link with [B2B Account Silence](/nerve-centre/kpi-cards/adobe-commerce/b2b-accounts-gone-quiet) for retention risk. 2. **77% of revenue is returning customers.** Healthy for a B2B-leaning merchant. If returning share fell below 60%, retention would be a problem. 3. **EU expansion (DE) at 6.9% of revenue.** Recently launched; track monthly to ensure growth. 4. **Apple Pay at 7.8% revenue but 10% orders.** Lower AOV cohort (mobile checkout). Healthy for impulse-DTC. 5. **NOT LOGGED IN (guest) at 1.9%** is healthy. High guest share (e.g. 30%+) indicates account-friction during checkout; investigate via the account-creation funnel. 6. **Action queue:** (a) attribute the 22.9% new-customer cohort to acquisition channels via [`google_analytics.ga_new_customer_attribution`](/nerve-centre/google_analytics/ga_new_customer_attribution), (b) set up category-level revenue tracking for the children's-clothing line which sits at the new UK Reduced VAT 5% rate. ## Sibling cards merchants should reference together | Card | Why pair it with Revenue Breakdown | | --------------------------------------------------------------------------------------- | -------------------------------------------------------------------- | | [Total Revenue](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) | The headline; this card decomposes it. | | [Customer Segments](/nerve-centre/kpi-cards/adobe-commerce/customer-spend-segments) | Customer Group dimension is sourced from Adobe Customer Groups. | | [Customer Countries](/nerve-centre/kpi-cards/adobe-commerce/orders-by-country) | Country dimension; pair for geographic deep dive. | | [Payment Methods](/nerve-centre/kpi-cards/adobe-commerce/payment-methods) | Payment method dimension. | | [B2B Revenue Share](/nerve-centre/kpi-cards/adobe-commerce/b2b-revenue-share) | The B2B slice of the Customer Group dimension is the most-used view. | | [Revenue Over Time](/nerve-centre/kpi-cards/adobe-commerce/revenue-over-time) | Time dimension companion. | | [Revenue by Day of Week](/nerve-centre/kpi-cards/adobe-commerce/revenue-by-day-of-week) | DOW dimension. | | [`shopify.revenue_breakdown`](/nerve-centre/kpi-cards/shopify/revenue-breakdown) | Cross-platform peer. | ## Reconciling against the vendor's own dashboard **Where to look in Adobe Commerce Admin:** > **Reports > Sales > Orders** with date range; for "By Customer Group", **Reports > Customers > Customer Group**. Adobe doesn't have a unified "revenue breakdown" report; multiple reports must be combined. > > **Reports > Customers > Customers by Number of Orders** for new vs returning approximation. For Store View slicing: > The Admin scope selector (top-left of any Reports page) sets the Store View. Compare each Store View's Reports > Sales > Orders to this card's Store View dimension. For payment-method slicing: > **Reports > Sales > Orders** does not break out by payment method natively in 2.4.x. **Sales > Orders** with the Payment Method column displayed and grouped manually is the only direct view. **Why our number may legitimately differ from a manual Admin computation:** | Reason | Direction of divergence | | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------- | | **Currency**. Admin reports default to base; this card defaults to mixed display. | Material for multi-currency stores | | **Reports indexer lag**. Various reports use the nightly aggregated tables. | Vortex IQ ahead by \~12-24h | | **Cancelled inclusion**. Card excludes by default; admin reports vary. | Standard | | **NOT LOGGED IN customer group**. Adobe groups guest checkouts under a "NOT LOGGED IN" Customer Group. Some merchants override to "Retail Guest". The card displays whatever the underlying record says. | Cosmetic | | **Time-zone, sync lag**. Standard. | Minor | **Cross-connector reconciliation (when these connectors are connected for this merchant):** | Card | Expected relationship | What divergence tells you | | ------------------------------------------------------------------------------------------------ | -------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------- | | [`google_analytics.ga_revenue_by_country`](/nerve-centre/google_analytics/ga_revenue_by_country) | GA4 country dimension should approximately match this card's country slice | GA4 misses 10-25% due to tracking gaps. Material differences in country distribution may flag tracking issues in specific regions (consent rules differ). | | [`stripe.stripe_revenue_by_country`](/nerve-centre/kpi-cards/stripe/revenue-by-country) | Stripe geographic from billing address | Should match Stripe-paid subset to within 1%. | ***
Documentation cross-reference (for agencies running multiple platforms) * [`shopify.revenue_breakdown`](/nerve-centre/kpi-cards/shopify/revenue-breakdown) * [`bigcommerce.revenue_breakdown`](/nerve-centre/kpi-cards/bigcommerce/revenue-breakdown)
## Known limitations / merchant FAQs **Why is my Wholesale group's revenue lower than expected?** Customer Group is set per customer, not per order. If a customer was reassigned from Retail to Wholesale during the window, prior orders retain the old group. Cross-check by re-aggregating using the customer's current Customer Group; the card supports both views. **A "VIP" Customer Group exists in Magento but doesn't appear here, why?** No orders from VIP customers in the window. Adobe Commerce Customer Groups are defined in **Customers > Customer Groups**; the card only shows groups with at least one order in the window. **B2B Companies dimension vs Wholesale Customer Group, which to use?** Companies are richer (they group multiple buyers under one parent organisation). Customer Groups are flatter (one customer = one group). For a true "per-Company revenue" view, slice by Company; for a "per-Customer-Group revenue" view, slice by group. Most B2B merchants want the Company view. **My multi-store revenue per Store View doesn't quite sum to the headline, why?** Three reasons: (1) admin-created orders without a Store View (rare); (2) currency mixing; (3) cancelled-handling. For exact reconciliation, exclude cancelled, switch to base currency, and sum. **New vs returning, what does "first ever order" mean for guests?** For guests, identity is by email. A guest who ordered for the first time in the window is "new"; a guest whose email had a prior order (registered or guest) is "returning". This is approximate, the same person using two emails appears as two new customers. **Country dimension uses shipping address, what about billing-address country?** Card defaults to shipping address (`shipping_address.country_id`) because that drives delivery economics. Toggle to billing-country for tax-jurisdiction views. UK B2B with US billing-but-UK-shipping is rare but does happen. **Why is "category" attribution noisy?** Magento allows a product to belong to multiple categories. The card uses the product's primary category by default. A product in both "Men's Tops" and "Spring Sale" appears under "Men's Tops" only. To split a product across multiple categories, use a custom revenue-attribution rule. **B2B Tier Discount only applies to Wholesale group, why does it show in Retail too?** It shouldn't. If you see Tier Discount applied to non-Wholesale orders, the rule's Customer Group condition is misconfigured. Check **Marketing > Promotions > Cart Price Rules > \[tier rule] > Conditions** to ensure Customer Group is constrained. **Can I add custom dimensions?** Yes via the Vortex IQ workspace's custom-dimension feature. Common adds: marketing channel (from UTM stored on the order), referrer source (from `extension_attributes`), agent-rep ID (from B2B sales rep assignment). **Time-zone affects the new-vs-returning count, how?** A customer's "first order ever" is in UTC by default. If you operate in a different timezone, an order that was "yesterday in your locale, today in UTC" might shift cohort. Use the timezone-override config to align with your finance year. *** ### Tracked live in Vortex IQ Nerve Centre *Revenue Breakdown* is one of hundreds of KPI pulses Vortex IQ tracks across Adobe Commerce and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.