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  "documentTitle": "Shopify | Investor Event Presentation Deck | 18 slides",
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  "authorName": "Shopify",
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  "notes": "The chart illustrates the return on performance marketing spend for two specific cohorts over 12 quarters.",
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      "kind": "chart",
      "text": "Cohort payback chart showing 2016 Q1 and 2018 Q1 performance",
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      "text": "*Performance marketing defined as marketing spend excluding brand and G&A. Adjusted gross profit consists of cumulative Billings less cumulative costs attributable to that cohort: Domains, Shopify Payments, Themes, Transaction Processing, Hosting and Support",
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      "text": "2016 Q1 Adjusted Gross Profit, 2018 Q1 Adjusted Gross Profit, 2016 Q1 Performance Marketing, 2018 Q1 Performance Marketing",
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