RoasMargin Studio — Free Interactive In-Browser Studio
Multi-SKU Ad Campaign & Unit Economics Input (CSV / TSV)
True Break-Even ROAS, Max Allowable CPA & Post-Ad Net Profit Waterfall
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Quick Reference & Frequently Asked Questions
What is the exact formula for true Break-Even ROAS in e-commerce?
True Break-Even ROAS equals Effective AOV divided by Pre-Ad Contribution Margin per Order (Effective AOV minus Landed COGS, Shipping & 3PL Fulfillment, Payment Gateway Fees of 2.9% + $0.30, and Expected Return Loss). For example, on a $60 AOV with $30 total variable costs, Break-Even ROAS is $60 / $30 = 2.00x.
Why does a 20% discount code dramatically increase my Break-Even ROAS?
Because a 20% discount comes directly out of your net contribution margin while your COGS and shipping costs stay fixed. On a $100 product with $50 variable costs (2.0x break-even ROAS), a 20% discount drops revenue to $80 and margin to $30, pushing Break-Even ROAS up to 2.67x.
What is the difference between Break-Even ROAS and Target CPA?
Max Allowable (Break-Even) CPA is the exact dollar amount of contribution margin left on an order before ad spend (e.g., $28.50). Break-Even ROAS is simply AOV divided by that Max CPA.
How do return rates affect my Meta and TikTok Ads Break-Even ROAS?
When a customer refunds an order, you lose the revenue and often eat the outbound shipping and fulfillment fee. Including an 8%–15% refund buffer in your unit economics prevents overestimating campaign profitability.