What's really left of your ROAS?
Two numbers from your ads account are enough: in 60 seconds, see what's really left of your ad revenue after margin, returns and shipping.
Fine-tune (optional) - otherwise we use industry-standard assumptions
The truth behind the report
Four views of the same numbers. The ROAS in your ads account measures revenue - your bank account measures what's left.
How we calculate
Ad revenue: ad budget × ROAS per account. That's the number your ads report celebrates.
Kept revenue: ad revenue × (1 − return rate). Returned orders count in ROAS - not in your bank account.
Gross profit: kept revenue × product margin (contribution after cost of goods, before advertising).
Shipping & fulfilment: cost per order × number of kept orders (kept revenue ÷ avg. order value).
Monthly result: gross profit − shipping − ad budget. That's what actually sticks.
True ROAS (POAS logic): (gross profit − shipping) ÷ ad budget. Break-even ROAS: 1 ÷ ((1 − returns) × (margin − shipping ÷ order value)).
Defaults: margin 40 %, returns 10 %, order value €80, shipping €6 - industry-standard midpoints, adjustable in the fine-tune section. Fixed costs (staff, warehouse, tools) are deliberately NOT included - the real threshold is likely higher.
These figures are a heuristic, not an audit. In a 30-minute call we run your real numbers.
What will you do with this insight?
Three paths, staged by commitment. Pick the one that fits your current situation.
Why ROAS is a
dangerous metric
The background read: POAS instead of ROAS, customer lifetime value, and how to make profit decisions instead of revenue decisions.
The honest maths
by email
We'll send you your full calculation with all assumptions - and the levers that work first for your numbers.
Numbers check
in a call
30 minutes: we go through your real numbers and show where your shop's fastest profit lever sits.