Cloud Ten / Guides

Guides to measuring ads on profit, not platform ROAS.

Short, practical and opinionated. Each one ends in a calculator or a brief you can use the same day.

MeasurementPOAS vs ROASThe difference, the formula, a worked example, and why scaling on ROAS quietly buys your least profitable orders.Read the guide →MeasurementWhat is a good break-even ROAS?Benchmarks by margin from 20% to 70%, how to calculate yours, and what actually moves the number.Read the guide →ReportingMER vs ROAS: which number the board should seeWhy platform totals exceed real revenue, how to margin-adjust MER, and the five-line board slide.Read the guide →ReportingHow to calculate MER for a Shopify brandWhich Shopify figure to use, what counts as spend, a worked month and the mistakes that distort it.Read the guide →Paid mediaPOAS biddingThree ways to make Meta and Google optimise for profit instead of revenue, with setup steps and pitfalls.Read the guide →CreativeHow to use the Meta Ad Library for competitor researchWhat it shows, how to read the survivors, and why days in market is the only signal that matters.Read the guide →

The calculators

POAS calculatorProfit on ad spend. What your reported ROAS actually leaves after margin, fees and returns. Break-even ROAS calculatorThe ROAS you need just to cover the ads, and the maximum CPA that implies. MER calculatorTotal revenue over total spend. One number the platforms cannot double-count.