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Find your Break-Even ROAS in 60 seconds.

The minimum return on ad spend your business actually needs to stay profitable. Built for $15K–$200K eCom founders.

Mareike Niedermeier

If you don't know this number, you're scaling a leaking bucket. Most founders are surprised by how high it actually is.

Mareike Niedermeier · Founder, Sales Savvy Online
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Your Numbers

Five inputs. One honest answer.

$
Average revenue per order across the store.
%
Product cost + packaging + fulfilment.
$
Rent, software, retainers, salaries.
%
What you want to keep after all costs including ads.
We'll put it on your verdict card.
Your Minimum Break-Even ROAS
That's your floor. Below: what it actually means for your store, the lever to pull first, and a branded card you can save.
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Your number's done. Drop your email to unlock the full breakdown, a branded card you can save, plus first access to Cashflow Code, the course on margin engineering, AOV mechanics, and cashflow forecasting.
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Why This Number Matters

Most founders set ROAS targets in the dark.

If you don't know your break-even ROAS, you can't tell the difference between a winning campaign and one that's silently bleeding margin. Every ad-buying decision downstream gets cleaner once this number is locked in.

The "good ROAS" trap
A 3x ROAS sounds great. For some businesses it's profit. For others, it's a $30K/month loss disguised as growth.
A floor, not a goal
This is the line you can't go below, not the target. Healthy stores run 30-50% above their break-even ROAS.
The fix is upstream
If the number's too high, the fix isn't "spend less." It's AOV, COGS, or pricing. Cashflow Code shows you which one to pull first.
Frequently Asked

Questions we get all the time.

No. Break-even ROAS is the floor, the minimum you can't go below without losing money on every order. Your target ROAS should sit comfortably above it. For most healthy eCom stores, the target sits 30-50% above break-even.

Shipping should be rolled into your COGS percentage if the customer doesn't pay for it. Every variable cost per order, product cost, packaging, fulfilment, shipping if you eat it, payment processor fees, belongs in your COGS number for this to be honest.

That means your COGS plus your target margin already eats 100% of revenue. The fix isn't ads, it's restructuring. Raise pricing, lift AOV (bundles, upsells, subscriptions), or cut COGS. Paid acquisition can't save unit economics that don't work.

This calculator gives you a first-order break-even ROAS. If you have strong repeat purchase rates or subscription LTV, your effective break-even can be lower, because the second and third orders carry no acquisition cost. Cashflow Code covers the LTV-adjusted version in detail.

The math is exact for the inputs you give it. Accuracy comes down to your inputs being honest, particularly your true COGS percentage and your true fixed monthly costs. Most founders underestimate both. Pull your last 90 days of P&L before you trust the number.

Want the full system?

This is one number. Cashflow Code covers the rest.

Your break-even ROAS is the first calculation in a much bigger system. Cashflow Code walks you through every lever that controls whether your store actually banks profit, not just turnover.

  • Margin engineering, find the 3-5% you're leaving on the table
  • AOV mechanics, bundles, upsells, threshold pricing
  • True COGS, what to include that most founders miss
  • Cashflow forecasting, never get blindsided again
  • Pricing audits, when, how much, and how to test
  • The Profit Pulse weekly review system
See What's Inside Cashflow Code