video1.0<iframe src="https://www.loom.com/embed/f3f000a9cf5f4649ae0ee4505cb0750f" frameborder="0" width="1920" height="1440" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>14401920Loomhttps://www.loom.com14401920https://cdn.loom.com/sessions/thumbnails/f3f000a9cf5f4649ae0ee4505cb0750f-df78c5491d41d6bb.gif785.995This Loom explains a framework for analyzing growth using contribution margin as the core output and breaking it into three pillars. It focuses on identifying the main driver behind observed changes by working from performance shifts to new customer acquisition, repeat frequency, and order value. New customers are determined by website user volume and conversion rate, frequency by repurchase rate and active customer pool over the median time between orders, and order value by product mix and discounting effects. The process then recommends isolating the responsible subcomponent and drilling down with dimensions starting broad like country or channel group, then narrowing to specific campaigns, ad sets, or product categories to form hypotheses for testing.