Most ecommerce dashboards show you ROAS. ROAS does not tell you whether you are profitable. This calculator runs Meta, Google and TikTok spend through your real margins and shows the number that matters: contribution after ad spend.
These four numbers decide everything else. Get them from your store, not from a benchmark.
Before shipping and tax
After COGS, shipping, payment fees
Orders refunded or returned
Agency, tools, salaries. Optional
1.0 means first order only
Display only
Switch channels on and off, then set spend, cost per click and conversion rate from each ad account. The starting values are placeholders, not benchmarks.
Every figure above comes from the six formulas below. Change an input and watch which one moves.
clicks = spend / CPC, then orders = clicks x CVR. Everything downstream depends on these two, which is why guessed CPCs give guessed answers.
orders x AOV x (1 - return rate) x repeat multiplier. Returns are stripped out before anything is called revenue.
net revenue x margin - ad spend. This is the only number that tells you whether the channel pays for itself. Fixed costs come off the blended total.
1 / gross margin. At 60% margin you need 1.67x just to stand still. Anyone quoting a target ROAS without knowing your margin is guessing.
AOV x (1 - returns) x margin x repeat. The ceiling on what a new customer can cost you. Cross it and volume makes the loss bigger, not smaller.
CPC / (AOV x (1 - returns) x margin x repeat). The conversion rate a channel must hit to wash its face. Notice it does not depend on spend at all.
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