---
type: guide
title: "5 Numbers Every E-Commerce CFO Must Know"
description: "The five numbers that decide whether an online store makes money: contribution margin per order, CAC payback, 90-day cohort repeat rate, cash cycle and return rate."
resource: https://www.4over4.com/guide/5-numbers-every-e-commerce-cfo-must-know-guide
tags: ["guide"]
generated:
  by: "process:4over4-mapp-build"
  at: 2026-09-16T23:13:27.757Z
timestamp: 2026-09-16T23:13:27.757Z
sources:
  - resource: https://www.4over4.com/guide/5-numbers-every-e-commerce-cfo-must-know-guide
    title: "5 Numbers Every E-Commerce CFO Must Know"
status: stable
---

# 5 Numbers Every E-Commerce CFO Must Know

The five numbers that decide whether an online store makes money: contribution margin per order, CAC payback, 90-day cohort repeat rate, cash cycle and return rate.

See [all guide concepts](index.md).

- Page type: guide
- URL: https://www.4over4.com/guide/5-numbers-every-e-commerce-cfo-must-know-guide