Strique standardizes revenue data across platforms to ensure consistency in reporting and attribution. Here's how we define and calculate Gross Sales, Net Sales, and Total Sales, based on the data pulled from platforms like Shopify, Amazon Seller Central, and GA4.
Gross Sales
Gross Sales refers to the total value of all completed orders before any deductions, including:
Product price
Taxes
Shipping charges
Discounts (before they’re applied)
It represents the full transactional value initiated by customers, regardless of cancellations or returns.
In Strique, Gross Sales is useful when analyzing raw revenue potential before operational or promotional adjustments.
Net Sales
Net Sales is the actual revenue after adjustments, and Strique calculates this using:
Net Sales = Gross Sales – (Discounts + Refunds + Shipping + Taxes)
Here’s what we deduct:
Discounts: Percentage or fixed-value promotions applied at checkout
Refunds: Partial or full refunds processed
Shipping: Applicable if you absorb shipping costs (varies based on Shopify or Amazon settings)
Taxes: GST, Sales tax, or VAT, depending on store setup
Strique uses Net Sales as the basis for calculating key performance metrics like:
Blended ROAS
Platform-specific ROAS (e.g., Meta or Google Ads)
ROI, where cost and revenue alignment is critical
Because Strique integrates across platforms, we normalize this definition even if your data sources calculate it differently.
Total Sales
In Strique, Total Sales is platform-specific and may refer to:
Shopify: Total Sales = Gross Sales – Discounts + Shipping (includes taxes, excludes refunds)
Amazon Seller Central: Based on total order revenue before adjustments
GA4: Reflects
purchase_revenueor equivalent ecommerce revenue field
To maintain consistency, Strique uses Net Sales as the primary metric for performance calculations and standard dashboards. Total Sales is typically used in custom reports or widgets where users want to align with how a specific platform displays revenue.
Key Notes:
Net Sales is the most reliable metric for evaluating profitability and marketing effectiveness.
You can view these values separately in Strique’s widgets and reports.
If your store setup modifies definitions (e.g., includes taxes in Net Sales), Strique’s platform-specific adapters account for that automatically.