Find the minimum return on ad spend (ROAS) your campaigns must hit to stop losing money, from your per-order economics.
| Input | Result |
|---|---|
| $59.99 price, $18 cost, $6.50 ship, 13% fees | BE ROAS 2.17 · max CPA $27.69 |
| $29.99 price, $12 cost, $5 ship, 15% fees | BE ROAS 3.53 · max CPA $8.49 |
| $99 price, $30 cost, $8 ship, 10% fees | BE ROAS 1.94 · max CPA $51.10 |
Anything above your break-even is profitable per order; most healthy e-commerce accounts target 1.3–1.5× break-even to leave room for overhead, refunds and profit. A 'good' number is meaningless without knowing the margin behind it.
Platform ROAS uses attributed revenue, not profit, and often double-counts view-through conversions. Compare platform ROAS against your break-even ROAS and cross-check with blended ROAS (total revenue / total ad spend).
Reduce your effective margin by the refund rate: if 10% of orders come back, multiply the margin by 0.9 (roughly) or subtract expected refund cost per order. High-refund categories need a noticeably higher target ROAS.
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