Why ROAS is quietly costing you money
Same ROAS, opposite sides of break-even. Press play for the maths on real accounts.
Presented by
Anders Skovgaard
CEO & Co-founder, ProfitMetrics
Mikkel Fisker
Head of Partnerships, ProfitMetrics
What’s covered
00:00 — Two campaigns, same ROAS, opposite profit
The worked example we open with, using two real accounts from the same vertical.
08:40 — Where revenue-based bidding breaks
What Google and Meta actually optimise toward, and why your margin never enters the auction.
19:15 — Rebuilding the report on gross profit
Getting COGS, shipping, fees and returns into the picture — and what changes once they are.
31:50 — Q&A from the live session
Margin data quality, mixed-basket orders, and how to handle subscriptions.
About this session
ROAS tells you how much revenue an ad brought in. It does not tell you whether that revenue was worth having. Once cost of goods, shipping, payment fees and returns are accounted for, two campaigns on an identical ROAS can sit on opposite sides of break-even — and the one you scale is often the wrong one.
This recording is a working session, not a pitch. We use two live accounts to show where the gap opens up, then rebuild the reporting on gross profit so the break-even point stops moving. Aimed at e-commerce owners, in-house marketers and agencies already buying media at scale.
