The true margin, not the vanity one.
Real orders, product costs and off-platform marketing costs: Thor calculates MER and true ROAS, with the methodology written next to the numbers. In euros, on your data, without changing your ERP.
The problem
The ROAS you see is not your profit.
The platforms know the spend and the conversions they attribute to themselves. They don't know product costs, email marketing, affiliates, the agency fee. Optimizing on that number means optimizing on half the ledger.
Connect your orders and costs — from Google Sheets, a feed or a file — and Thor puts real revenue next to the spend of every channel. The result is a MER and a margin you can actually decide on.
How it works
From your spreadsheets, without throwing them away.
Guided import
Orders and catalog from Google Sheets or a JSON/XML feed, costs also from xlsx or csv files: assisted column mapping, a connection test before importing and downloadable templates.
Line-level orders
Revenue and cost per individual order line: total margin, by category and by product.
Off-platform costs
Email, SMS, affiliates and agencies enter the true ROAS and margin calculation instead of staying outside it. Even from a simple Excel file.
MER and true ROAS
True ROAS: order revenue divided by total marketing spend, off-platform costs included. MER: total revenue divided by ad spend. Both next to the ROAS declared by the platforms.
Catalog opportunities
Twelve types of signal read from sales and stock — restock, hidden gem, cross-sell, margin to fix — with the real numbers in the explanation.
Methodological transparency
Attribution windows and exchange rates applied are stated in the report, not hidden. If a cost is missing, the margin stays blank: it is never made up.
The questions it answers
Am I earning or just moving revenue?
True margin against total spend, month by month, with off-platform costs included.
Which category brings in margin?
Revenue, margin and share by category and product, next to total channel spend, to decide where to really push.
What is a new customer worth?
Average order value and revenue split between new and returning customers, on real orders.
What it doesn't do
We also tell you where it stops.
No per-product profit
Ad spend is not attributed to categories: we talk about margin and MER, not POAS.
Quality depends on your data
If the product costs in your spreadsheet are incomplete, so is the margin: Thor flags the gaps.
No native connectors
We don't connect directly to Shopify or WooCommerce: data comes in from Google Sheets, feeds or files, with ready-made templates.
See it on your data, not ours.
Connect your accounts via OAuth — on your own, or with us during the first call — and read your first analysis the same day. Onboarding with a real person, in English and Italian, included in the price.