3. What is measured
The Value drop-down sets the figure in every cell:
| Value | Each cell shows |
|---|---|
| Revenue | Sales value. |
| Margin | Revenue less cost. |
| Units | Quantity sold. |
| Margin Percentage | Margin as a share of revenue — a rate, not an amount. |
| Revenue Per Unit | Average selling price. |
| Margin per Unit | Average margin on each unit. |
| Cost | Cost of the goods sold. |
| Transactions No | Number of transaction lines. |
| No. of Customers | How many different customers bought. |
| No. of Products | How many different products sold. |
Rates and counts are not added up
Margin Percentage and the per-unit values are ratios, and the No. of values count distinct customers or products. Adding them across a row would produce a meaningless figure, so read their totals as the overall rate or the overall count, not as a sum.