Most brands do not know their break-even cost per purchase. Which means they cannot tell whether their ads are working, only whether the number in the dashboard looks nice. Put your figures in below.
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Return on ad spend tells you nothing on its own. A 2x return is excellent on a 70% margin and a slow bleed on a 35% one. Break-even cost per purchase is the number to manage to, and most accounts we open have never had it written down.
If the figure above is uncomfortable, that is usually a pricing or offer problem rather than an advertising one — and it is the first thing we would talk about.
Send us your numbers