Updated 19 Apr 2026, 04:12 AM Daily sync healthy
SKU group
· →
Connected data sources
All overnight syncs completed 04:12 AM CT
Shopify
Synced 04:08
Meta Ads
Synced 04:10
TikTok + Shop
Synced 04:11
Amazon
Synced 04:09
Google Ads
Synced 04:10
Platforms (Walmart/Target/Faire)
Manual upload · 6d
Wholesale (CSV)
Loaded 03:45
Survicate (NPS)
Synced 04:12
Coastal Crumb — Week ending 19 Apr 2026
Net rev run-rate $27.7K · Blended CAC $129.60 · CM 38.4%
Executive summary tables
Cross-metric snapshot · week ending 19 Apr 2026 · toggle columns & export
Top KPI summary
Week + YoY + YTD + annual
Metric Week ending
19 Apr 26		 YoY
20 Apr 25		 Δ YoY Week ending
12 Apr 26		 YoY
13 Apr 25		 YTD 2026 YTD 2025 2025 2024
Net revenue$551.6K$438.2K+25.9%$541.2K$426.8K$7.41M$5.90M$22.84M$18.15M
Net revenue run-rate ($K)$27.7K$22.1K+25.3%$27.1K$21.5K————
Contribution margin (%)38.4%37.0%+1.4 pp38.1%36.8%37.6%36.2%36.4%35.1%
Contribution margin ($)$211.8K$162.1K+30.7%$206.2K$157.1K$2.79M$2.13M$8.31M$6.37M
Media spend ($)$180.2K$132.4K+36.1%$169.7K$127.2K$2.41M$1.78M$7.12M$5.36M
Total CM $ / Marketing spend $1.18x1.22x-0.041.21x1.23x1.16x1.20x1.17x1.19x
Contribution margin less media ($)$31.6K$29.7K+6.4%$36.5K$29.9K$380.4K$350.2K$1.19M$1.01M
Blended net AOV after discounts ($)$145.90$143.20+1.9%$145.80$142.10$136.90$137.80$138.40$134.60
1st order contribution margin ($)$24.40$21.80+11.9%$23.90$21.50$22.10$20.40$20.80$19.10
Blended CAC (Website + TikTok Shop)$129.60$135.20-4.1%$128.40$134.10$132.80$138.90$137.20$141.80
Blended CAC (Website only)$131.40$137.80-4.6%$130.10$136.40$134.60$141.20$139.80$144.30
Ratings (x / 5)4.64.5+0.14.64.54.64.54.54.4
Ratings respondents9882+19.5%104781,6041,3104,8203,940
NPS4542+3454144404139
# of respondents (NPS)2218+22.2%24173562981,080892
P&L metrics
Source: Shopify
Metric YTD 2026 2025 Last 5 wks 19-Apr 12-Apr 5-Apr 29-Mar 22-Mar 15-Mar 8-Mar 1-Mar
Gross revenue – Total ($)$8.44M$22.84M$2.96M$626.1K$612.4K$598.2K$571.9K$554.3K$548.2K$541.1K$534.6K
Gross revenue run-rate ($K)$32.6K—$29.6K$32.6K$31.8K$31.1K$29.7K$28.8K$28.5K$28.1K$27.8K
Website discounts – % of gross revenue7.0%6.8%7.0%7.1%6.9%7.2%6.8%7.0%6.9%7.0%7.1%
Website refund rate – % of gross revenue2.9%3.0%3.1%8.0%2.7%3.1%2.9%2.8%2.9%3.0%2.8%
Net revenue – Total ($)$7.41M$20.04M$2.61M$551.6K$541.2K$520.7K$506.4K$489.2K$485.3K$478.1K$469.2K
Net run-rate (less discounts & returns) ($K)$27.7K—$26.1K$27.7K$27.1K$26.0K$25.3K$24.5K$24.3K$23.9K$23.5K
Orders – Total54,112146,82017,5903,6433,7123,4913,4023,3403,3023,2753,240
Items Ordered – Total61,308165,91019,8784,1304,2013,9553,8123,7803,7403,7103,670
Average items per order1.131.131.131.131.131.131.121.131.131.131.13
Net AOV – Blended$136.90$136.50$148.40$145.90$145.80$149.20$148.90$146.50$147.00$146.00$144.80
Amazon metrics
Source: Amazon Seller Central
Metric YTD 2026 2025 Last 5 wks 19-Apr 12-Apr 5-Apr 29-Mar
Amazon Revenue$1.42M$3.92M$508.6K$195.2K$104.8K$102.4K$103.2K
Amazon Revenue run-rate ($K)$10.1K—$10.2K$10.0K$10.5K$10.2K$10.3K
Media Spend – Amazon ($)$520.1K$1.42M$191.4K$55.0K$54.1K$53.2K$52.1K
Cost per order ($)$33.40$34.10$33.60$33.60$33.40$33.80$33.20
Social · Instagram
Source: Instagram followers
Metric 19-Apr 12-Apr 5-Apr 29-Mar 22-Mar 15-Mar 8-Mar 1-Mar
Instagram followers12,83411,97411,30110,88210,3169,6049,2178,806
Week-over-week Δ+860+673+419+566+712+387+411—
Customers
Source: Shopify
Metric YTD 2026 2025 Last 5 wks 19-Apr 12-Apr 5-Apr 29-Mar 22-Mar 15-Mar 8-Mar 1-Mar
Customers acquired (Website)
New22,41056,8206,8121,3911,4511,3861,2981,2861,2441,2101,196
Returning28,90473,21010,6642,2132,2072,0932,0822,0692,0482,0262,013
Total customers51,314130,03017,4763,6043,6583,4793,3803,3553,2923,2363,209
Subscribers acquired (Website)
New8,12820,3102,472506528503471464452439434
% of new customers36.3%35.7%36.3%36.4%36.4%36.3%36.3%36.1%36.3%36.3%36.3%
Avg. orders per customer1.051.081.011.011.011.001.011.001.001.011.01
% Existing customers56.3%56.3%61.0%61.4%60.3%60.2%61.6%61.7%62.2%62.6%62.7%
Marketing
Source: Google · Meta · Amazon · TikTok
Metric YTD 2026 2025 Last 5 wks 19-Apr 12-Apr 5-Apr 29-Mar 22-Mar
Total marketing spend (incl. Amazon)$2.41M$7.12M$842.6K$180.2K$169.7K$164.4K$163.9K$164.4K
New customers acquired22,41056,8206,8121,3911,4511,3861,2981,286
Website CAC ($) – new customers (excl. Amazon)$129.60$135.20$131.40$129.60$127.80$131.20$134.60$134.10
Net Promoter Score
Source: Survicate
Metric YTD 2026 2025 Last 5 wks 19-Apr 12-Apr 5-Apr 29-Mar 22-Mar 15-Mar 8-Mar 1-Mar
Overall NPS
NPS rating4441444545444344424443
# of respondents3561,0801042224201919211820
Simple Scoop
NPS rating8178848685838285818380
# of respondents1123483278656576
Spa Protector
NPS rating2924272728282627252624
# of respondents244732721516141413161114
18.3%
Net revenue (week)
$551.6K
vs $466.1K WoW · $27.7K run-rate
6.2%
Marketing spend
$180.2K
Meta $68K · Google $41K · TikTok $14K · Amazon $55K
4.1%
Blended CAC
$129.60
Website + TikTok Shop
26.1%
New customers
1,391
2,213 returning · 38.6% new mix
3.2%
Net AOV
$145.90
3,645 orders · 4,130 items
— 0 pts
NPS (30d rolling)
45
22 respondents · blended
Revenue (LHS) + Blended CAC (RHS)
Net revenue run-rate (weekly)
2026 2025
Revenue by channel
Marketing spend by channel (weekly)
Stacked · Meta · Google · TikTok · Amazon
Blended CAC (weekly)
Website + TikTok Shop · YoY overlay
New vs returning customers
Stacked, $ and # toggle
AOV distribution
Order value histogram · last 5 weeks
Contribution margin by SKU group
CM% weighted by SKU group mix · input via Admin → CM estimates
NPS — rolling 7d & 30d
Source: Survicate · all products
Weekly P&L summary
Source: Shopify
Metric YTD 2026 YTD 2025 Δ YoY 19 Apr 12 Apr 5 Apr 29 Mar 22 Mar
Gross revenue$8.44M$6.71M+25.8%$626.1K$612.4K$598.2K$571.9K$554.3K
Website discounts (% gross)7.0%6.4%+0.6 pp7.1%6.9%7.2%6.8%7.0%
Website refunds (% gross)2.9%3.1%-0.2 pp8.0%2.7%3.1%2.9%2.8%
Net revenue$7.41M$5.90M+25.6%$551.6K$541.2K$520.7K$506.4K$489.2K
Orders54,11242,803+26.4%3,6453,7123,4913,4023,340
Items ordered61,30848,250+27.1%4,1304,2013,9553,8123,780
Avg items / order1.131.13—1.131.131.131.121.13
Net AOV (blended)$136.90$137.80-0.7%$145.90$145.80$149.20$148.90$146.50
Portfolio view
· →
Portfolio overlay · 4 companies
Overlay KPIs across selected brands · toggle companies on/off
Companies
Portfolio snapshot · week ending 19 Apr 2026
Toggle columns · export as CSV
Company Net rev Δ YoY Orders New cust AOV CAC Ad spend CM $ CM % Subs % NPS
Coastal Crumb $551.6K+25.6% 3,6451,391 $145.90$129.60 $180.2K$211.8K 38.4%22.1% 45
Velvet Grove $312.4K+12.8% 1,872693 $166.80$84.20 $58.3K$162.8K 52.1%28.4% 62
Ridgeback Pet $723.8K+34.2% 5,9022,116 $122.60$48.70 $103.1K$301.8K 41.7%54.9% 71
Northlight Home $189.2K-2.1% 1,144412 $165.40$156.10 $64.3K$64.1K 33.9%4.1% 38
Portfolio total $1.78M+21.4% 12,5634,612 $141.60$87.30 $405.9K$740.5K 41.6%33.4% 58
Net revenue run-rate (weekly)
Line overlay · 12 weeks
Marketing spend
Contribution margin %
Net Promoter Score
Rolling 30d · all companies
Net revenue vs Media spend
One bubble per company-week · last 12 weeks
Blended CAC vs Revenue growth
Y = CAC · X = rolling 12-wk revenue growth %
Customer & acquisition deep-dive
Coastal Crumb · YTD 2026 · blended unless noted
CAC by channel
Ad spend mix
CPC by channel
Website traffic sources
Sessions, last 5 weeks
AOV by channel
Net AOV, blended
Subscribers (cumulative)
Total active subs · first-time subs as % of new customers overlay
Subs as % of sales
Dollar and order-count share
NPS — rolling 7d & 30d
Survicate responses · all products
Contribution margin by channel
CM $ after media · by channel of acquisition
Channel performance · last 5 weeks
Channel Rev (wk) Orders New cust Ad spend CPC CAC AOV CM %
Shopify (Website)$361.4K2,489912$119.8K$1.42$131.40$145.2040.1%
Amazon$105.3K691—$55.0K—$33.60$152.4028.9%
Meta Ads (traffic)$68.1K——$41.2K$0.88$114.80——
TikTok Shop$42.8K312198$14.2K$0.56$71.70$137.2035.2%
Platforms (Walmart/Target/Faire)$28.9K8464———$344.0022.7%
Wholesale (B2B)$13.2K92———$1,466.7044.6%
Retention & Cohort
Coastal Crumb · Subscription and OTP repeat purchase rates by monthly cohort
Cohort by
4.4 pp
Sub 1-mo retention (latest cohort)
58.3%
Oct 2025 cohort · +4.4pp vs Sep
3.4 pp
OTP 1-mo retention (latest cohort)
13.5%
Oct 2025 cohort · +3.4pp vs Sep
12.8%
Subscriber 12-mo LTV
$428
$335 gross margin · avg 3.8 orders
5.1%
One-time 12-mo LTV
$186
$68 gross margin · avg 1.4 orders
1.8 pp
90-day repeat purchase rate
27.4%
blended · subs + OTP
0.8 pp
Subscription churn (rolling 30d)
8.2%
monthly · excludes pauses
Cohort retention heatmap
% of cohort with ≥ 1 purchase in month N
Audience
All customers (blended)
Cohort 1m2m3m4m5m6m7m
Cohort retention curve
Latest 4 cohorts · monthly rate · same audience selector as heatmap
30 / 60 / 90-day repeat purchase rate
Trailing by month · all buyers
Cumulative LTV by cohort
$ per customer · latest 4 months
Sourcing prospects
· →
Sourcing Overview
Prospects evaluated for portfolio addition · same KPIs as Portfolio Overlay, scoped to sourcing-tagged brands
Prospects
Sourcing prospect snapshot · week ending 19 Apr 2026
Latest available metrics from prospect data · candidates for portfolio addition
Prospect Net rev (wk) Δ YoY Orders New cust AOV CAC Ad spend CM % NPS Status
Meadowbrook Beverage $284.7K+18.2% 2,140812 $133.10$92.40 $74.8K44.2% 58 Reviewing
Driftwood Supply $418.5K+22.6% 3,2101,184 $130.40$76.80 $90.9K39.8% 64 Diligence
Foxglove Beauty $152.3K+9.4% 912368 $166.90$118.20 $43.5K48.1% 52 Initial review
Sourcing total $855.5K+18.4% 6,2622,364 $136.60$89.50 $209.2K42.3% 59 —
Meadowbrook Beverage Sparkling drinks
Net rev (wk)
$284.7K
+18.2% WoW
CAC
$92.40
-3.1%
CM %
44.2%
+0.8 pp
NPS
58
31 resp
Driftwood Supply Outdoor goods
Net rev (wk)
$418.5K
+22.6% WoW
CAC
$76.80
-6.4%
CM %
39.8%
-1.2 pp
NPS
64
52 resp
Foxglove Beauty Indie skincare
Net rev (wk)
$152.3K
+9.4% WoW
CAC
$118.20
+4.2%
CM %
48.1%
+1.6 pp
NPS
52
19 resp
Net revenue run-rate (weekly)
Line overlay across prospects
CAC comparison
Clustered by prospect · channel breakdown
Net revenue vs Media spend
One bubble per prospect-week · last 12 weeks
Blended CAC vs Revenue growth
Y = CAC · X = rolling 12-wk revenue growth %
Tag a brand as "Sourcing prospect" or "Guild Portfolio" via Admin → Connections to control whether it appears here or in Portfolio Overlay.
Admin
Configuration is scoped to the selected company · Permissions span the portfolio
Managing Portfolio 9 brands · 6 portfolio · 3 sourcing
Last sync 04:12 AM CT
Classify brand as
Determines whether the brand appears in Portfolio Overlay or Sourcing Overview.
API credentials & connections · Coastal Crumb
One tile per source · encrypted at rest · rotate quarterly
Shopify Connected
Last sync 04:08 AM CT · 19,402 orders YTD
Setup guide
Meta Ads Connected
Last sync 04:10 AM CT · 12 active campaigns
Setup guide
Google Ads Connected
Last sync 04:10 AM CT · MCC + 1 CID
Setup guide
TikTok + Shop Connected
Last sync 04:11 AM CT · seller + creator
Setup guide
Amazon Seller Central Connected
Last sync 04:09 AM CT · SP-API
Setup guide
Survicate (NPS) Connected
Last sync 04:12 AM CT · 2,118 responses YTD
Setup guide
Walmart / Target / Faire Manual CSV · 6d
No public API · upload CSV in Data uploads
CSV format
Wholesale (B2B) CSV loaded
Last upload 03:45 AM CT · 9 orders
CSV format
SKU groups · Coastal Crumb
Upload a CSV to bulk-define SKU groups · 4 groups · 27 of 30 SKUs grouped · 3 ungrouped · 1 conflict
CSV template
Drop SKU groups CSV here
sku_id, sku_name, group_name, cm_pct_override
Browse files
coastal-crumb-sku-groups_2026-04-15.csv · 30 rows
Group summary
GroupSKUsRev shareCM %
Core Cookies1442%42.0%
Snack Packs828%36.5%
Seasonal518%28.0%
Gift Sets312%44.0%
Promo Bundles 00%—
Ungrouped3~2%—
SKUs assigned to multiple groups
Each SKU should belong to exactly one group · resolve before reports
SKU IDSKU nameGroups assignedLast 30d revAction
CC-S-CHCH-01 Choc Chunk · Single (5oz) Core Cookies Snack Packs $8.4K
When a SKU appears in multiple groups, revenue is double-counted in group rev-share. Pick one canonical group per SKU.
Per-SKU rev share & CM %
Drill into each group · share is % of group revenue (last 30d)
Group
SKU IDSKU nameUnits (30d)Rev (30d)Group rev shareCM %
Manual data uploads · Coastal Crumb
For sources without an API · upload CSV to back-fill or supplement
Platforms (Walmart / Target / Faire / QVC)
Drop platform sales CSV
date, platform, order_id, sku, qty, gross_revenue, net_revenue
Browse files
walmart_2026-04-13.csv · 84 orders · 6 days old
Re-upload
walmart_2026-04-06.csv · 71 orders · 13 days old
Archived
Wholesale / B2B orders
Drop wholesale CSV
date, customer, po_number, sku, qty, unit_price, net_amount
Browse files
wholesale_2026-04-19.csv · 9 orders · today
Current
wholesale_2026-04-12.csv · 14 orders · 7 days old
Archived
NPS (Survicate export)
Drop Survicate export
response_date, product, score, comment
Browse files
Historical backfill · any source
Drop backfill CSV
source, date, metric, value · prior to API connection date
Browse files
Contribution margin estimates · Coastal Crumb
Upload a CSV to bulk-set CM % estimates per SKU group. Portfolio weighted CM auto-computed from last 30d sales mix.
Drop CM% estimates CSV here
sku_group, cm_pct, blended_override (optional)
Browse files
coastal-crumb-cm-estimates_2026-04-15.csv · 4 groups
Current CM estimates
GroupRev share (30d)CM %
Core Cookies42%42.0%
Snack Packs28%36.5%
Seasonal18%28.0%
Gift sets12%44.0%
Blended (auto)100%38.4%
Weighted portfolio CM: 38.4% (auto, last 30d SKU mix)
Daily email summary
Sends after overnight sync completes
Additional cadences
Week-over-week summary + WoW deltas
Full portfolio overview PDF
Triggered when CAC jumps > 25% WoW or sync fails
Authentication & multi-factor
Sign-in method · MFA factors · per-user enrollment status
Passkey · one-touch ID Recommended
Touch ID / Face ID / Windows Hello / hardware key (FIDO2 / WebAuthn). Phishing-resistant; replaces password + TOTP in a single tap.
Allow passkeys for all roles
7 of 9 users enrolled · view enrollment
Authenticator app (TOTP) Required
Google Authenticator / 1Password / Authy. Required for any account without a registered passkey.
Enforced (cannot disable)
SMS fallback Disabled
Off by default — SIM swap risk. Enable only for users without a smartphone.
Allow SMS fallback
Sign-in method
Email + password (with passkey or TOTP)
Bcrypt-hashed passwords; minimum 12 chars; 90-day rotation. Users with a registered passkey skip the password field.
Session
12-hour idle timeout · 7-day max session
All sessions tied to device fingerprint; reauth required from new IP/device.
Roles
3-tier permission model
Super-admin
  • Add or remove any company
  • Grant or revoke admin privileges from any user
  • All Admin powers + below
Admin
  • Add or remove companies
  • Remove portfolio users
  • Upload manual data (CSV)
  • Edit daily report config
  • All companies visibility
Portfolio user
  • View-only access
  • Scoped to specific companies
  • Cannot upload, modify, or invite
User access · by role
Three role buckets · 7 users · scope column shows which companies a user can see
Super-admin 1 user All companies, all powers
UserScopeMFAStatusLast sign-inActions
Alex Leptos
leptos@guildcap.com
 All 9 brands + Active 2026-04-22 09:14
Admin 2 users All companies · upload data · edit reports · manage users (not roles)
UserScopeMFAStatusLast sign-inActions
Landon Colvig (Dayta)
landon@dayta-analytics.com
 All 9 brands + Active 2026-04-22 11:02
Nora Alvarez (Guild analyst)
alvarez@guildcap.com
 All 9 brands no passkey Paused 2026-04-18 13:11
Portfolio user 4 users View-only · scoped to specific companies · cannot upload or modify
UserScopeMFAStatusLast sign-inActions
Coastal Crumb CEO
ceo@coastalcrumb.co
 Coastal Crumb Active 2026-04-21 16:42
Velvet Grove team
dl-ops@velvetgrove.com
 Velvet Grove Active 2026-04-22 08:30
Ridgeback Ops
ops@ridgebackpet.com
 Ridgeback Pet + Active 2026-04-22 07:55
Harbor & Hearth founders
team@harborandhearth.co
 Harbor & Hearth Blackbird Outfitters Not enrolled Pending invite —
Role-grouped layout makes "who has Admin powers" answerable in one glance. Use the Scope column to see which brands each Portfolio user can view; click to add/remove brands per user.
Credential access guide · onboarding
Step-by-step setup for each data source · share with brand teams · downloadable PDFs
Download full guide (PDF)
Two paths per source: (A) send credentials directly to your Dayta admin, or (B) invite Dayta as a user in your tool (recommended — auditable, revocable). Each source below shows both.
Shopify
Admin API access token · ~5 min
  1. In Shopify admin → Settings → Apps and sales channels → Develop apps.
  2. Click Create an app; name it "Dayta Analytics Sync".
  3. Configure Admin API scopes: read_orders, read_products, read_customers, read_inventory, read_discounts.
  4. Install the app, then copy the Admin API access token (starts with shpat_).
  5. Paste it into Admin → Connections → Shopify, and click Test.
Source PDF Shopify docs
Meta Ads
Business Manager system user · ~10 min
  1. Go to business.facebook.com → Business Settings → Users → System Users.
  2. Click Add → New System User; name "Dayta Sync", role Employee.
  3. Assign assets: your Ad Account with "View ads performance".
  4. Generate token: scopes ads_read, read_insights, business_management; never expires.
  5. Copy the token + your Ad Account ID (act_##########) into Admin → Connections.
Source PDF Meta docs
Google Ads
MCC link or developer token · ~10 min
  1. In Google Ads → Tools & settings → Account access.
  2. Click +, invite landon@daytanalytics.com with Read Only access. (Option B, preferred.)
  3. Or share your MCC ID + Customer ID for Dayta to request access.
  4. Confirm acceptance; we'll then enable the BigQuery Data Transfer.
Source PDF Google docs
TikTok + Shop
Seller Center API · ~10 min
  1. In TikTok Shop Seller Center → Settings → Authorize Apps.
  2. Authorize "Dayta Analytics Sync" with read access to orders, products, ads.
  3. Send the resulting Seller ID + refresh token via 1Password.
Source PDF TikTok docs
Amazon Seller Central
SP-API LWA refresh token · ~15 min
  1. In Seller Central → Apps & Services → Manage Your Apps, click Authorize new developer.
  2. Use developer ID provided by Dayta + name "Dayta Analytics Sync".
  3. Approve the LWA consent screen; copy the refresh token shown on the redirect.
  4. Send the token + your Seller ID + marketplace via 1Password.
Source PDF SP-API docs
Survicate (NPS)
Workspace API key · ~3 min
  1. In Survicate → Connect → API.
  2. Copy your Workspace key (read-only).
  3. Paste it into Admin → Connections → Survicate.
Source PDF Survicate docs
Walmart / Target / Faire
No public API · CSV export · weekly
  1. In each platform's seller portal, export the latest orders + sales CSV.
  2. Upload via Admin → Data uploads → Platforms.
  3. Pipeline parses, normalizes, and merges with the rest of your data.
Source PDF
Wholesale (B2B)
Order CSV · weekly
  1. Export your B2B order log (QuickBooks, NetSuite, or spreadsheet).
  2. Match the columns: date, customer, po_number, sku, qty, unit_price, net_amount.
  3. Upload via Admin → Data uploads → Wholesale.
Source PDF