CTR, CPC, CVR, CPA, ROAS and ACoS from the funnel, with the break-even line
ROAS is revenue divided by spend and ACoS is its inverse — neither says whether you made money without the gross margin. Break-even ROAS is 1 ÷ margin, so at 40% margin anything under 2.5 is working for the platform. The profit here only subtracts ad spend, not product cost, shipping or returns; use the pricing tool for the full picture.