Profit & costs
ROAS says you are winning.
Profit says whether you are.
Enter what your goods cost and what the gateway and courier charge, and every report reads in profit: after the product, the fees, the shipping and the ads. Enter nothing, and the product says plainly that it is reporting on revenue, instead of guessing a cost for you.
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After product cost, courier and ads, which campaigns actually make money?
What return do I need from my ads just to break even?
Revenue
₹1,15,200
Product cost· from your Costs page
−₹43,776
Order costs· gateway, shipping, packaging
−₹5,120
Ad spend· synced from Meta
−₹48,000
Left for you· contribution
₹18,304
Profit on ad spend 1.49×
Break-even return 1.61×
How much can I pay for a new customer without losing money?
Can my ads bid on profit instead of order value?
What it is worth
Know which rupee of ad spend comes back as profit.
A break-even return in your own numbers
The return below which ad spend loses money on the first order, worked out from your own margin, not an industry average.
A ceiling on what a customer can cost
The most you can pay to win a new customer and still not lose money on their first order. A 30-day version too, once enough customers are 30 days old.
No invented costs
A cost you did not enter is never subtracted. A store that has entered nothing sees revenue, said plainly, not a guessed margin.
Said once
Revenue or profit. The workspace says which, once, at the top.
Whether a store can see profit is a fact about the workspace, not about one column. So it is said once, in one sentence, at the top of every report. With no costs on file the profit columns are simply not there. With a margin, they appear on every table at once, from the same numbers.
- One sentence on every page: revenue, or profit and what it was built from
- Measured from product costs once they cover 80% of revenue
- Or one gross margin you type, labelled as the same for every product
- A typed margin only fills the gap; it never overrides measured costs
Break-even return
1.61×
below it, ads lose money on the first order
Most a customer can cost
₹1,067
on a ₹1,850 first order
Every cost, by name
One order, followed through every cost you entered.
Product cost per item: typed, uploaded from a CSV, or set as a margin for a whole category. The payment gateway fee on prepaid orders, the cash-on-delivery charge, shipping and packaging per order. Each comes off where it applies. A refunded order keeps its shipping and packaging cost but gets its gateway fee back.
- Shopify’s product export with "Cost per item" uploads as it is
- A gateway fee on prepaid, a separate charge on cash on delivery
- A blank cost is zero, and the page says it is blank
- One click clears every cost, and reports go back to revenue
Product cost
2 items, from your Costs page
Payment gateway
2% on prepaid, as you entered it
Shipping
₹65 per order, as you entered it
Packaging
not entered, so nothing is subtracted
Left after costs
₹3,200The bar
Not better than last week. Above or below break-even.
A 3× return is only good against something. Once a margin exists, campaigns read against your break-even return and against the most a new customer can cost, so the verdict is absolute. Contribution per campaign is what is left after the goods, the order costs and the spend.
- Break-even return from your own margin
- Most a new customer can cost, on your average first order
- Held back until 20 new customers exist to average, never estimated
- Profit on ad spend and contribution on the Campaigns table
brand search
₹33,480 spent · ₹1,44,720 back
cheapest growth
retargeting · DPA
₹37,350 spent · ₹1,43,460 back
well past the line
magnesium search
₹55,890 spent · ₹1,37,430 back
profitable
pmax · bestsellers
₹1,13,130 spent · ₹2,33,280 back
just above it
prospecting · advantage
₹1,62,180 spent · ₹1,57,320 back
under break-even
generic supplements
₹1,46,610 spent · ₹39,420 back
loses every order
Profit & costs, on your own site.
Start a workspace and watch it work on your next order or lead, or let us walk you through it.
Switching it on
One number to start. The rest when you have it.
- 1
Type one gross margin
One number is enough to turn every return into profit. It prices the store; it cannot rank one product against another.
- 2
Enter order costs
Prepaid gateway fee, cash-on-delivery charge, shipping and packaging per order. Anything left blank counts as zero.
- 3
Add product costs
By hand, from a CSV, or as a margin for a whole category. Once they cover 80% of revenue, the margin is measured, not typed.
- 4
Send profit, if you want
With every product sold in 90 days costed and order costs saved, ad platforms can receive profit after costs instead of order value.
Inside the module
Inside Profit & costs
One Costs page feeds every profit figure in the product, and the value sent to the ad platforms.
Costs page
Gross margin, order costs, categories and product costs, in four sections
The cost basis line
On every report: revenue or profit, and what it was built from
Break-even return
The return at which a rupee of ads stops losing money
Most a customer can cost
On the first order, and by day 30 once customers are old enough
Campaign profit
Profit on ad spend and contribution, held back below 80% cost coverage
Profit after costs, sent
The value ad platforms receive, switched from order value when costs are complete
Every profit figure reads through one set of costs, so the Costs page, the Campaigns table and the value sent to Meta and Google can never disagree about what an order cost.
Where this sits
One of the four steps an order goes through.
Every feature reads the same identity. Open any of them; each has its own page.
1Capture
Every visit, on your own domain.
2Understand
First click to delivered order.
3Send back
Real revenue back to the ads.
4Act
Turn it into the next sale.
See profit, not just revenue
Revenue tells you what sold.Profit tells you what to scale.
Connect the store, type one gross margin, and every campaign reads against your own break-even return.