ROAS is not profit
ROAS tells you revenue per ad rupee, not profit per ad rupee.
Always compare ROAS to your break-even ROAS to avoid scaling loss-making ads.
CAC helps you see per-order cost
CAC = ad spend ÷ orders. Track it weekly to spot efficiency drops.
If CAC rises while margin stays flat, you need to adjust bids or pricing.
Use break-even ROAS
Break-even ROAS equals 1 / margin %. Example: 25% margin → 4x ROAS.
Campaigns below break-even should be optimized or paused.
Next step
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