Ecom Profit Decision Kit Get the Kit — $29

Excel workbook for Shopify & DTC brands running paid ads

Know the ROAS you actually need to make money.

Calculate your break-even ROAS, max CPA and contribution profit after ads using your own margins and costs. Then decide whether to scale, hold or cut each campaign.

Get the Kit — $29 One-time purchase · .xlsx download · No subscription
Dashboard from the included sample workbook: verdict 'Profitable on contribution basis: $739 after ad spend', contribution margin 31.0%, break-even ROAS 3.51x, max CPA $14.89, blended ROAS 3.73x, blended CPA $13.65, plus a breakdown of where each $100 of revenue goes and the SCALE, HOLD and CUT campaign lists.
Dashboard from the included sample workbook (example data).

ROAS alone doesn't tell you if a campaign makes money

Ad platforms report revenue and ROAS. Neither one tells you what's left after product cost, shipping, fulfillment, payment fees, discounts and returns. Whether a ROAS is good enough depends entirely on your margins.

A 3x ROAS campaign can still lose money if your contribution margin means you need 4x or more just to break even.

From the sample workbook

Meta – Advantage+ Shopping shows a 3.00x ROAS. At that campaign's order value, break-even ROAS is 4.03x, so it is −$921 on contribution after ads. The workbook labels it CUT.

What it calculates

  • Contribution margin

    What each order earns after every variable cost: product, freight, packaging, fulfillment, shipping, payment fees and returns.

  • Break-even ROAS

    The minimum ROAS that pays for the ads out of your contribution profit.

  • Maximum CPA

    The most you can pay in ads for one order before the first order loses money.

  • Contribution profit after ads

    Per campaign and in total: contribution profit minus ad spend.

  • SCALE / HOLD / CUT

    A decision label and a one-line reason for up to 30 campaigns, based only on your own economics and target margin.

  • Price & discount scenarios

    Compare 3 price or discount scenarios, see the largest discount you can afford, and the price needed for a target margin.

What you'll see

Real renders of the included sample workbook. All numbers are example data.

Campaign Decisions sheet with 12 sample campaigns across Meta, Google and TikTok, showing spend, revenue, orders, ROAS, margin after ads, break-even ROAS for each campaign's order value, a SCALE, HOLD or CUT decision, and a one-line reason.
Campaign Decisions. Each campaign gets its own break-even ROAS, a decision and the reason behind it. Some columns are hidden in this render.
Unit Economics sheet: per-order inputs such as selling price, discount, COGS, freight, packaging, fulfillment, shipping, payment fees and refund rate, with results including net revenue, total variable costs, pre-ad contribution profit and contribution margin of 31.0%, and a 'How it is calculated' column.
Unit Economics. Every formula is visible, with a plain-English explanation next to it.

How it works

  1. Enter your economics

    Average order value, discount, product cost, shipping, fulfillment, payment fees and refund rate.

  2. Add your campaigns

    Spend, revenue and orders for each campaign over the same period, from any ad channel.

  3. Read the signals

    See break-even ROAS, max CPA, contribution profit after ads and a SCALE / HOLD / CUT label for each campaign.

Who it's for

Small Shopify and DTC brands that:

  • run Meta, Google or TikTok ads
  • want a lightweight economics tool
  • don't need a full analytics SaaS
  • want to understand their contribution economics themselves

What you get

  • Clean XLSX workbook, ready for your numbers
  • Sample XLSX workbook with example data
  • Quick Start guide (PDF)
  • One-time purchase, no subscription
  • No Shopify integration required

$29 one-time

Get the Kit — $29

Delivered as .xlsx files for Microsoft Excel.

What it is, and what it isn't

  • It's a decision-support workbook. It doesn't replace accounting or financial software.
  • It is not accounting, tax, legal or financial advice.
  • Contribution profit is not net profit. Fixed overhead, payroll, taxes and other non-variable company costs are excluded.
  • Results are estimates based on the costs and campaign numbers you enter. Decisions use first-order economics, so repeat purchases are not counted.
  • XLSX is the supported delivery format for v1.0.

FAQ

Does it connect to Shopify?

No. You enter your own numbers. There's no integration, account or API to set up.

Is this accounting software?

No. It's a spreadsheet for advertising and unit-economics decisions, not a bookkeeping, accounting or financial tool.

Is $29 recurring?

No. It's a one-time purchase.

Does it calculate net profit?

No. It calculates contribution economics and contribution profit after advertising, based on the costs you supply. Fixed overhead, payroll, taxes and other non-variable costs are not included.

Can I use it for Meta, Google or TikTok?

Yes. Campaign rows are channel-independent, so any channel that reports spend, revenue and orders works.

Find out which campaigns actually earn their spend.

Get the Kit — $29

One-time purchase · .xlsx download