For eCommerce brands

Platform ROAS is a number you can't spend.
We work for the one you keep.

Blended profit reconciled to your P&L, creative built from what your market already rewards, and media judged on contribution margin instead of the number Meta reports back to itself.

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Run your numbers

What does your reported ROAS
actually leave you?

Move the sliders to your own figures. This is the same reconciliation we run for clients, minus the server-side tracking and the incrementality test that replaces the last assumption with a measurement.

Monthly ad spend£40,000 Revenue the platform claims£328,000 Ads Manager, last-click or 7-day-click / 1-day-view. Gross margin62% After cost of goods, before shipping and fees. Shipping, fulfilment & payment fees11% Returns & refunds8% Sales that would have happened anyway22% Brand demand, returning customers, organic. The only line here you can't get from a spreadsheet — it takes a holdout test.

Platform-reported ROASWhat the dashboard shows8.2x

Less sales you'd have made anywayIncrementality−£72,160

Less cost of goodsGross margin applied−£97,150

Less shipping, fulfilment & feesPer-order costs−£28,142

Less returns & refundsRevenue that came back−£12,742

Profit on ad spendWhat the bank actually sees 1.8x

Contribution profit after ad spend: £62,400 per month.

What that changes

Three things move
once profit is the scoreboard.

Budget follows margin, not ROAS

High-ROAS products are often low-margin ones. When the scoreboard changes, so does where the money goes — usually within the first month.

Creative gets a reason before it gets a budget

Every concept is briefed against a named persuasion mechanism drawn from ads your market has already rewarded with sustained spend.

The last assumption gets tested

Incrementality is the one line above you can't calculate. Where spend and data volume allow, we go dark on a channel and measure what actually changes.

See what your market is already rewarding.

We'll pull your two closest competitors' longest-running ads, name the mechanism behind each, and walk you through what we'd test first.

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