> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Data and Metrics

> Nemu's main objective dashboard is to bring together in one place, allowing you to monitor in a practical and efficient way.

## 1. Dashboard Features

* **Date Filters**: You can select custom periods, such as **today, yesterday, last 7 days, last 14 days, last 30 days** or choose a specific period for analysis.
* **Product Filters**: If you don't want to view data for all products, you can **select only the products of interest**.
* **Product Ranking**: Displays the **best-selling products** in your store, allowing you to see which items are performing better.
* **Metrics Panel**: Below the product ranking, you will find **all essential metrics** to analyze your business performance.

## Main Metrics

### Revenue

* **What is it?** Total value generated from sales in the selected period.
* **Why is it important?** Helps understand the financial volume moved by your business.

### ROAS (Return on Ad Spend)

* **What is it?** Measures the return on ad investment.
* **Formula:** Revenue / Marketing Investment
* **Why is it important?** Allows evaluating if your ads are generating more money than what was invested.

### Marketing Investment

* **What is it?** Total spent on marketing campaigns and ads.
* **Why is it important?** Helps understand how much you are investing to generate traffic and sales.

### Financial Summary

* **What is it?** General overview of your business's main numbers, such as revenue, profit, and investments.
* **Why is it important?** Facilitates quick visualization of your store's financial health.

### Profit

* **What is it?** Value that remains after deducting costs and expenses from total revenue.
* **Formula:** Revenue - (Cost + Marketing Investment + Fees)
* **Why is it important?** Indicates if your business is really being profitable.

### Profit Margin (%)

* **What is it?** Percentage of profit on total revenue.
* **Formula:** (Profit / Revenue) × 100
* **Why is it important?** Evaluates if prices and costs are well adjusted to ensure profitability.

### ARPU (Average Revenue Per User)

* **What is it?** Average revenue per customer or order.
* **Formula:** Total Revenue / Number of Customers or Orders
* **Why is it important?** Understands the average value spent per customer, optimizing pricing and retention strategies.

### Approved Purchases

* **What is it?** Total number of purchases with approved payment.
* **Why is it important?** Monitors how many sales actually materialized.

### Pending Purchases

* **What is it?** Orders that have not yet been paid or are awaiting approval.
* **Why is it important?** Tracks possible conversion losses and optimizes customer recovery actions.

### Cost per Product

* **What is it?** Average value spent on producing or acquiring each unit sold.
* **Why is it important?** Essential for calculating profit margin and defining strategic prices.

### Purchases by Payment Method

* **What is it?** Distribution of purchases by payment method (Credit Card, Pix, Boleto).
* **Why is it important?** Understands which method customers use most and allows offering better conditions.

### Average Order Value

* **What is it?** Average value per order.
* **Formula:** Total Revenue / Number of Approved Purchases
* **Why is it important?** Evaluates purchasing behavior and identifies opportunities to increase average order value.

### Approved Purchases (%)

* **What is it?** Conversion rate of approved purchases.
* **Formula:** (Approved Purchases / Total Purchases) × 100
* **Why is it important?** Measures sales funnel effectiveness, identifying bottlenecks.

### Cost per Acquisition (CPA)

* **What is it?** Average cost to acquire a new customer.
* **Formula:** Marketing Investment / Approved Purchases
* **Why is it important?** Measures efficiency of paid traffic investment and marketing campaigns.

### Fees and Charges

* **What is it?** Total spent on payment method fees, gateways, and other charges.
* **Why is it important?** Allows more precise financial control and calculation of real cost of sales.

### ROI (Return on Investment)

* **What is it?** Measures total return on business investment.
* **Formula:** (Profit / Total Investment) × 100
* **Why is it important?** Evaluates if your business is generating profit or loss.

### Refunds

* **What is it?** Total orders that have been refunded to customers.
* **Why is it important?** Helps identify problems with the product or customer experience.