E-commerce CFO Dashboard
Revenue isn't profit and platform ROAS isn't your ROAS. Enter one period's totals and this builds the real P&L waterfall — after fees, returns, fulfillment, ads, COGS and overhead — plus the ROAS and CAC you actually need to beat.
Net revenue
$90,400.00
AOV $38.71
Gross profit
$37,700.00
COGS $52,700.00
Contribution profit
-$8,600.00
-$2.26/unit
Operating profit
-$24,000.00
-26.5% margin
Blended ROAS
2.92
break-even 5.87
Marketing efficiency (MER)
3.77
Blended CAC
$11.43
break-even $4.97
New-customer share
68%
Revenue needed for a 15% operating margin at today's cost ratios: not reachable — contribution margin is below the target
Units needed to cover fixed overhead + ad spend + owner comp: n/a — per-unit contribution is not positive
Margin before ads: 17.0% · contribution/order: -$2.77
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How it works
- Enter the period's totals: gross sales and every deduction (discounts, returns, marketplace + payment fees, fulfillment, FBA, packaging), plus orders, units, and customer counts.
- Add each product's landed unit cost and units sold — that's COGS.
- Add ad spend and attributed revenue per channel; enter the platform-reported ROAS if you have it.
- Net revenue = gross − discounts/returns/chargebacks/cancellations − marketplace/payment fees. Contribution profit then subtracts fulfillment, packaging and ad spend; operating profit subtracts fixed overhead.
- Break-even ROAS = 100 ÷ margin-before-ads %. Break-even CAC = contribution per order before ads.
Assumptions
- One period at a time, entered as aggregate totals (not per-order).
- COGS is unit cost × units sold from the product list; no landed-cost allocation or inventory reconciliation in this view.
- Owner compensation is tracked separately and not deducted before operating profit.
- Customer-mix estimates assume similar average order value for new vs. returning buyers.
- Nothing is saved — reloading resets to the sample data.
Frequently asked questions
Related
This tool provides estimates for general planning only and is not tax, legal, or accounting advice. Verify with a licensed CPA for your specific situation.
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