Revenue efficiency is only the first layer
ROAS describes revenue relative to ad spend. Break-Even ROAS connects that ratio with your contribution margin, and Maximum CPA expresses the same spending room per order. Start with the metric you have, then follow the related tools to check the underlying economics.
Use comparable inputs
Keep revenue and spend periods aligned, review attribution overlap, and include all non-ad variable costs when determining contribution. A store-wide average can hide differences between campaigns or product groups. These tools do not assume a universal good ROAS or invent a target for your business.
From contribution to estimated net profit
A campaign at contribution break-even leaves no room for fixed overhead. After checking your campaign assumptions, use Ecommerce Profit to allocate monthly fixed costs and compare stress scenarios.