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Analytics core · Returns Intelligence

Find the products eating your margin

Some of your bestsellers aren't sellers at all — they're profit vampires whose returns quietly erase everything they earn. Returns Intelligence matches every refund to its original order, so you see true return rates, real reasons and exactly where the margin is going.

app.nuso.co.uk / returns — last 90 days running
Returns Intelligence · last 90 days
True return rate
Margin recoverable
Profit vampires
Satin Slip Dress 31% return
Tailored Wide-Leg Trouser 27% return
Ribbed Knit Bodysuit 24% return
Top reason: sizing runs small
suggested fix: update size guide

Every refund matched to its original order — so the rates are real, not estimates.

Why it matters

Revenue hides returns — and returns hide the truth

Your sales report celebrates every order, including the ones that come straight back. Without matching returns to what was actually sold, you're making buying, pricing and ad decisions on numbers that flatter your worst products.

Bestsellers that aren't

A product can top your revenue chart while its returns quietly erase the margin. Sales reports never show you the net.

Refunds without reasons

Raw refund exports tell you money left, not why. Fit? Quality? Wrong expectation? Each has a completely different fix.

Rates you can't trust

Dividing this month's refunds by this month's orders is fiction — returns lag their orders by weeks, so the rate is always wrong.

How it works

Every return, matched to its order

Returns Intelligence ties each refund back to the original order it came from, then rolls the truth up by product, variant and category. Return rates are accurate because they compare like with like — and refunds reconcile in your base currency, so international returns don't distort the picture.

True return rate

Every return is matched to its original order, so rates by product, variant and category are exact — not lagged approximations.

Reasons, grouped

Refund reasons are collected and grouped, so you can see whether a product's problem is fit, quality or expectation.

Base-currency reconciliation

Refunds in any presentment currency reconcile back to your base currency, so the margin impact is real money, not FX noise.

Return rate by product
last 90 days
Satin Slip Dress · 31%
top reason: sizing runs small · margin −£38/order
Tailored Wide-Leg Trouser · 27%
top reason: fit at waist · margin near zero
Merino Crew Knit · 4%
healthy · category average 6.8%
Structured Tote · 1.2%
healthy · accessories run lowest
Use cases

What merchants do with it

Range decisions

"Kill it or fix it"

Spot the products whose returns erase their margin, then decide with the data: fix the fit, reshoot the photos, or drop it from the next buy.

Fit & sizing

"Tighten the size guide"

When fit reasons dominate a product's returns, you know exactly which size guide to rewrite — and you'll see the return rate fall after you do.

Smarter ad spend

"Stop paying to reacquire returners"

Identify serial returners and exclude them from paid retargeting, so your ad budget chases customers who actually keep what they buy.

Cohort return heatmap
return rate by intake month
M1 M2 M3 M4 May
5.1
2.4
0.9
0.3
Jun
5.8
2.7
1.1
0.4
Jul ·sale
9.6
4.9
1.8
Aug
4.7
July's sale intake returns at nearly twice the rate of full-price cohorts — priced in before the next promotion.
Cohort heatmap

See how return behaviour differs by intake

Not all customers return alike. The cohort return heatmap shows how return behaviour differs by customer intake — so you can see that sale-period shoppers send back twice as much, and protect your margin before the next promotion instead of after it.

Returns by cohort

Each intake of customers tracked month by month, so lagged returns land against the cohort that generated them.

Protect margin in sale periods

Know what a discount intake really costs once its returns come home — and set promotion depth accordingly.

In the box

Everything Returns Intelligence gives you

True return rate

Return rate by product, variant and category — every return matched to its original order for accuracy.

Refund reasons

Reasons collected and grouped, so you know whether the problem is fit, quality or expectation — and what to fix.

Profit-vampire detection

Surfaces the products whose returns quietly erase their margin, ranked by how much they're costing you.

Cohort return heatmap

Return behaviour by customer intake, month by month — see how sale shoppers differ from full-price buyers.

Order-matched accuracy

Refunds are tied back to the orders they came from, so rates compare like with like instead of lagging by weeks.

Base-currency reconciliation

Refunds in any presentment currency reconcile to your base currency, so margin impact is measured in real money.

Stop feeding the profit vampires

See your true return rates in minutes. 14-day free trial · No card required · £199/month, everything included.

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