Description
A number you have been comparing yourself against for nothing
Search for a “good” ROAS and you will find figures quoted with real confidence. All of them are meaningless, because none of them know your margin.
A business with a 40% contribution margin breaks even at a ROAS of 2.5. A business with a 20% margin breaks even at 5.0. The same campaign, performing identically, is excellent for one and ruinous for the other.
This kit works out your number first, then judges everything against it.
What you get
1. A 10-sheet Excel workbook
- Start Here — how the sheets connect
- Settings — margin, order value, absorbed shipping, returns, targets
- Break-Even ROAS — the return you must beat, and the most you can pay per order
- Campaign Library — up to 20 campaigns, named once
- Performance — 60 rows of spend and results, with CPC, CTR, conversion rate, cost per order, ROAS and profit after ads
- Channel Comparison — which platform earns its budget, with a verdict
- Creative & Audience — what is working inside a channel
- CAC & Payback — what a customer costs and when you recover it
- Monthly Tracker — twelve months with MER
- Dashboard — your targets, your year, your channel health
2. A 12-page companion guide (PDF)
Why benchmarks are useless, how to calculate break-even ROAS, why platform-reported revenue and your real revenue disagree, how to test creatives fairly, how to read a payback period honestly, and a weekly routine short enough that you will actually follow it.
3. A Notion template
Five ready-to-import databases: Campaign Library, Campaign Performance, Creative Tests, Monthly Ad Results and an Action Board.
Built for
- Anyone running paid ads without knowing what ROAS they actually need
- Anyone whose platforms report strong numbers while the bank account disagrees
- Anyone deciding whether to scale a channel or cut it
- Anyone handing campaigns to a freelancer or agency who needs a target to work to
What’s in the file
- 1 x Excel workbook (.xlsx) — formulas live and editable
- 1 x PDF guide, 12 pages
- 5 x Notion-ready CSV databases + import instructions
- Delivered as a single ZIP, available immediately after payment
Compatibility
Microsoft Excel 2016 and later, Microsoft 365, Google Sheets and LibreOffice Calc. Works with any ad platform — you enter your own figures rather than relying on a connector that breaks when an API changes.
This is a planning tool. It does not constitute tax, accounting, legal or financial advice. Advertising performance varies by product, market, season and platform, and past results do not predict future ones.
Frequently asked questions
Does it connect to my ad accounts automatically?
No, and that is deliberate. Connectors break when platforms change their APIs, and they inherit whatever attribution the platform applies. You enter the figures yourself, which takes about twenty minutes a week and keeps the numbers yours.
What is MER and why does it matter?
Marketing efficiency ratio: total store revenue divided by total ad spend. Unlike platform ROAS it makes no attempt to attribute anything, so no platform can inflate it. Both numbers come from your own records.
Why do my platforms report more revenue than my store took?
Each platform counts a sale as its own if the customer saw or clicked an ad within its attribution window. Run three platforms and all three can claim the same sale. The guide covers this and the workbook keeps the two figures apart.
Which ad platforms does it work with?
All of them. The channel and campaign names are yours to set, so it fits whatever combination you run.
Do I need to know my repeat purchase rate?
No. Leave it at zero and the kit treats every customer as a single purchase — the cautious assumption, and the right one until you have twelve months of data.
How is this different from the Profit Calculator?
The Profit Calculator works out margin per product. This one takes that margin and tells you what you can afford to pay for a customer. They work well together and neither repeats the other.
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