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Is your ROAS actually profitable?

A 3x ROAS can lose money. Put in your real costs to see your break-even ROAS, the ROAS you need to hit your profit target, and what your ads made last month.

Per order
£
£
£
%
%
%
Your ads last month (optional)
£
£

Use revenue your backend (Shopify, CRM) ties to ads where you can. Platform-reported revenue usually runs high.

Break-even ROAS
0x
Target ROAS
0x
Max cost per sale
£0
Your ROAS now
-
Profit from ads
-

How it's worked out

Contribution per order

order value × (1 − returns) − product cost − shipping − fees. It's what's left to pay for ads and profit.

Break-even ROAS

1 ÷ contribution margin. Below this, every sale from ads loses money. Target ROAS is 1 ÷ (margin − profit wanted).

Why first orders aren't everything

If customers buy again, you can run below break-even on the first order and still win. Check that with the LTV calculator before you cut spend.

Leaves out fixed costs like staff and rent, so treat break-even as the floor, not the goal.

Shopify, GA4 and Meta all show different revenue?

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