Ads and ROAS

• One sentence: “You spent $1,200 on ads. They brought $3,480 in real orders: $2.90 back for every $1.”
• By platform: one bar per platform that spent, with a line at your break-even ROAS and a verdict: Profitable, Break-even or Not profitable. The small i explains the calculation: “Break-even ROAS = 1 ÷ your store’s gross margin (40% margin: 2.50). Profitable above it, Break-even within 10% of it, Not profitable below it. ROAS = real orders ÷ ad spend.”
• Your break-even ROAS comes from your store’s gross margin: with a 40% margin, every 1 spent on ads needs 2.50 of sales to pay for itself. Within 10% of that point, above or below, an ad is Break-even; above it, Profitable; below it, Not profitable.
• The gross margin is entered once for the whole store. Until it is, there is no verdict and the screen says “Enter your store’s gross margin once to see which ads are profitable.” Click Enter your gross margin, then Change gross margin to update it. You can also set it in Settings > Store, block Gross margin, field Your gross margin (1 to 99%). Changing it needs the Store settings right. Whence does not read product costs from Shopify, so the margin is one figure for the store, not one per product.
• The clearest gap: when a platform claims at least 20% more than your store saw, one sentence says so.
• Your best ads: the three visuals with the best ROAS, when your plan includes Creatives.

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Details unfolds the full screen below.

A row of tabs: All platforms, then one tab per platform, and Creatives.

• All platforms: Every platform, side by side, with spend, Whence revenue, Whence ROAS, what each platform reports, and the Gap.
• A platform tab: a strip with Spent, Whence revenue, Whence ROAS and what the platform reports, a daily chart of spend and revenue, and a sortable table with clicks, the platform’s own conversions and value, Orders, and the gap. The Level menu switches between campaigns, ad sets (or ad groups, ad squads) and ads. The Attribution model menu switches between Last click, First click and Linear.
• The Google tab also shows each campaign with a verdict at the same break-even ROAS (Profitable, Break-even, Not profitable), or Margin needed until the store’s gross margin is entered, No spend yet, Rate missing, Too early to tell and Learning (a campaign under 14 days old never gets a negative verdict). The small i in the column header explains the calculation. The tab also has two checks: ads that land on the wrong product, and campaigns that send clicks to another market’s pages.

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Orders are credited to the ad a buyer clicked, within your attribution window (see Attribution window). Spend and platform values are converted to your store currency at the European Central Bank rate of each day. Order counts are rounded; hover a cell for the exact figure, since an order can be shared between several ads.