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Unit economics and ad metrics

ROAS, CPA, ACoS and margin: how ad metrics relate to the money the store actually makes.

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Ecommerce Unit Economics: From Margin to Break-Even ROAS

Find the ROAS where your ads break even: a 25% contribution margin needs 400%. Then see what one order earns after cost of goods, delivery, fees and ads.

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Average Order Value: Formula, Google Ads Mismatch and ROAS

Calculate average order value for ad traffic and see why Google Ads shows a different figure from your shop's, such as one default value for every order.

How to Calculate Cost per Acquisition and Break-Even CPA

Find out what one order costs you in Google Ads and the most you can pay for it: average order value × margin, minus delivery and other per-order costs.

ROAS Formula: How to Calculate It and When Not to Trust It

Get the ROAS formula, a worked example and checks that show if your Google Ads figure is real: a fixed value on every order can turn a true 4.5 into 3.75.