DTC KPI Framework

What moved. Why.
What's next.

Most dashboards treat 40 metrics as equally important. The Agenie Metrics Map is a DTC KPI framework that gives every metric a job: outcomes to report, drivers to pull, signals that warn you 4 to 8 weeks early. It's also how Genie reads your data.

T1 · Outcomes: the scorecard T2 · Drivers: the levers T3 · Signals: the early warnings
Explore the map ↓ See it in the platform
The map

A diamond, not a flat list.

Most dashboards treat every metric as equally important. This map puts them in order. Read top-down to diagnose. Bottom-up to predict. Read the full essay on the framework →

T1
T2
T3
↓  DiagnosePredict  ↑
T1 · Outcome

Board-level scorecards

The numbers you report to investors. They tell you what happened, not why.

Net Revenue, Gross Margin, Contribution Margin, Churn Rate
T2 · Driver

Levers you can pull

The dials your team actually turns. When a T1 moves, find the T2 behind it before you act.

CAC, LTV:CAC, AOV, Conversion Rate, Inventory Turnover
T3 · Signal

Early warnings

Leading indicators that shift before outcomes do. Watch these proactively, not reactively.

First-to-Second Order Rate, Revenue per Session, CPM / CPC Trends
Built into the product

This map is how Genie thinks.

The tier system isn't a poster on our wall. It's wired into every metric in Agenie, so the platform reasons the way a good operator does.

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Genie summaries follow it

Every board summary reads along the tiers: what happened in your outcomes, why it happened in the drivers, and what to do next based on the signals that moved first.

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Boards are built with it

Describe the board you need and Genie assembles it with outcomes as the scorecard up top and the drivers and signals that explain them underneath. Structure, not widget soup.

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Ask Genie traces it

Ask about any metric and Genie walks these connection chains across your sources to find the why. The same edges you can explore in the map below.

Every integration page shows its own metric graph wired the same way. See how the platform uses it →

How to read the map

One scenario. Three tiers.

Contribution margin dropped 4 points this quarter even though revenue grew 12%. Here's how the map diagnoses it.

01T1 · Outcome

Spot what moved

Contribution margin is down. Revenue is up. The business is growing but keeping less of each pound. You know what, not yet why.

02T2 · Driver

Trace the driver

CAC is up 22%. AOV and conversion are flat. The margin compression is an acquisition cost problem, not merchandising. Now you know where to dig.

03T3 · Signal

Check what T3 saw first

Meta CPM rose 30% last month. Blended ROAS was declining while spend grew. T3 flagged this weeks ago, giving you a 4 to 8 week head start.

Diagnostics

Common problems, mapped.

Three failure patterns that surface most often. Two start at the top and trace down to root cause. One starts with an early warning and shows you what's coming.

Contribution margin compressing

T1 Contribution Margin % declining quarter-over-quarter
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T2 Check Gross Margin % - rising COGS or supplier price pressure?
T2 Check Fulfillment Cost / Order - carrier rate increases or zone creep?
T2 Check CAC - paid media efficiency deteriorating?
↓
T3 Return Request Rate rising - product-promise mismatch adding refund load
T3 Blended ROAS declining - paid acquisition efficiency deteriorating ahead of CAC

Tickets per order spiking

T1 Contribution Margin and NPS take the hit next quarter if nothing changes
↑
T2 Return Rate will rise in 4 to 6 weeks. Fix sizing guidance and check On-Time Delivery now
↑
T3 Tickets per Order up 40%, concentrated on one new SKU
T3 Return & Refund Request Rate starting to follow

Revenue growing, EBITDA declining

T1 EBITDA Margin declining despite revenue growth
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T2 Check Gross Margin % first - if it holds, the leak is below the line
T2 Check CAC - marketing spend growing faster than revenue?
T2 Check Inventory Turnover - overbuying forcing markdowns?
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T3 Revenue per Session flat - traffic growing but not converting or spending more
T2 Sell-through Rate declining - inventory building faster than it moves
The full map

Every metric, defined.

Definitions, formulas, and thresholds. Click any metric to see its connections across tiers.Tap any metric for its definition, formula, and thresholds.

T1 · Outcomes
Net Revenue
T1 · Outcome
Gross Margin %
T1 · Outcome
EBITDA Margin
T1 · Outcome
Contribution Margin
CM1 / CM2
T1 · Outcome
Free Cash Flow
FCF
T1 · Outcome
Net Promoter Score
NPS
T1 · Outcome
Subscriber Churn Rate
T1 · Outcome
T2 · Drivers
LTV:CAC Ratio
T2 · Driver
Average Order Value
AOV
T2 · Driver
Conversion Rate
CVR
T2 · Driver
Customer Acquisition Cost
CAC
T2 · Driver
Fulfillment Cost per Order
FCO
T2 · Driver
On-Time Delivery Rate
OTDR
T2 · Driver
Inventory Turnover Rate
T2 · Driver
Avg Revenue per Subscriber
ARPU
T2 · Driver
Trial-to-Paid Conversion Rate
T2 · Driver
Cart Abandonment Rate
T2 · Driver
Repeat Purchase Rate
RPR
T2 · Driver
Email / SMS Revenue Contribution
T2 · Driver
Customer Reactivation Rate
T2 · Driver
Return Rate
T2 · Driver
Net Revenue per Order
T2 · Driver
Days Inventory Outstanding
DIO
T2 · Driver
CAC Payback Period
T2 · Driver
Sell-through Rate
T2 · Driver
Stockout / Overstock Rate
T2 · Driver
Email Revenue per Subscriber
T2 · Driver
T3 · Signals
Revenue per Session
RPS
T3 · Signal
First-to-Second Order Rate
T3 · Signal
Time Between Orders
TBO
T3 · Signal
Return & Refund Request Rate
T3 · Signal
Subscriber Pause Rate
T3 · Signal
Blended ROAS
T3 · Signal
CPM / CPC Trends
T3 · Signal
Email Engagement Trends
T3 · Signal
New vs. Returning Ratio
T3 · Signal
Add-to-Cart Rate
T3 · Signal
Tickets per Order
T3 · Signal
Product Review Score Trend
T3 · Signal
Post-Purchase CSAT
T3 · Signal

Run this diagnostic
on your own store.

Agenie connects to your Shopify, ad platforms, email and support tools, then organises your metrics by tier and lets Genie trace any anomaly along these chains. Live in minutes, no SQL required.

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