Metric guides
Profit
From revenue to what you actually keep: contribution margins and profit on ad spend.
All Profit guides
3 guidesCM1, CM2 and CM3Three layers of contribution margin that show what's left of each rupee of revenue after fulfilment, then ad spend, then operating costs. CM1 tells you what you can afford to spend on ads. CM2 tells you whether the ads paid off. CM3 tells you whether the business is actually making money.Read guide →POAS (profit on ad spend)The CM1 an ad brings back for every rupee it spends. Unlike ROAS, it knows which products were sold and what each one costs, so it tells you whether an ad makes money, not just revenue.Read guide →Net realised revenueThe revenue you actually keep after discounts, cancellations, RTO, returns and GST come out of gross sales. It's the honest top line, and the one every ROAS and margin calculation should start from.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.
Metric guides
Profit
From revenue to what you actually keep: contribution margins and profit on ad spend.
All Profit guides
3 guidesCM1, CM2 and CM3Three layers of contribution margin that show what's left of each rupee of revenue after fulfilment, then ad spend, then operating costs. CM1 tells you what you can afford to spend on ads. CM2 tells you whether the ads paid off. CM3 tells you whether the business is actually making money.Read guide →POAS (profit on ad spend)The CM1 an ad brings back for every rupee it spends. Unlike ROAS, it knows which products were sold and what each one costs, so it tells you whether an ad makes money, not just revenue.Read guide →Net realised revenueThe revenue you actually keep after discounts, cancellations, RTO, returns and GST come out of gross sales. It's the honest top line, and the one every ROAS and margin calculation should start from.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.