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Marketing calculators for e-commerce

Seven calculators for the numbers behind ad budgets. Each one shows the formula, works through an example, and runs in your browser with nothing to sign up for.

  • ROAS calculator

    Return on ad spend, your break-even ROAS, and the gap between platform and Shopify revenue.

    ROAS = revenue from ads ÷ ad spend

  • Break-even ROAS calculator

    The ROAS and CPA where ads stop losing money, and the targets that leave a profit.

    Break-even ROAS = order value ÷ (order value − product, shipping and fee costs)

  • CPA calculator

    Cost per order, cost per new customer, and the most an order lets you pay.

    CPA = ad spend ÷ orders

  • CAC calculator

    Paid and fully loaded CAC, and how many orders it takes to earn it back.

    CAC = (ad spend + other acquisition costs) ÷ new customers

  • MER calculator

    Marketing efficiency ratio, new-customer MER, and how much revenue the platforms claim.

    MER = total revenue ÷ total ad spend

  • Contribution margin calculator

    CM1 to CM4 in dollars and as a share of net revenue.

    CM3 = net revenue − product costs − shipping, fulfillment and fees − marketing

  • LTV calculator

    Lifetime value in revenue and gross profit, LTV:CAC, and CAC payback.

    LTV = order value × orders per year × years as a customer × gross margin

Get these numbers from your own store.

Upstack Attribution reports ROAS, MER, new-customer CAC, LTV and CM1 to CM4, reconciled against the revenue in Shopify.

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