True ROI
Profit on ad spend, not platform-reported revenue.
POAS after COGS, shipping, payment fees, refunds and refused cash-on-delivery parcels, with an incrementality grade from A to D on every number.
POAS, explained
Profit on ad spend (POAS) = contribution margin ÷ ad spend, where contribution margin is net revenue minus COGS, shipping, payment fees, returns and refused COD parcels. We never add up conversions reported by different platforms: each platform counts its own, so their sum overstates what happened.
New customers and lifetime value
- New versus returning customers: what you pay to acquire a new customer (nCAC).
- Payback of that acquisition cost at 30, 60, 90 and 180 days.
Incrementality ledger
- A factor per channel for how much of its reported result is really added, from your tests and cited research, never from other customers' data.
- A grade from A to D: A is a recent controlled test on your account; D is an estimate only. Every result shows its range (p10–p90) and grade, as iPOAS.
- Guided holdouts: brand search and retargeting first, with the cost of the test estimated before you start; geographic splits across Romania's 42 counties later.
A day-one diagnostic for cash on delivery
For a Romanian shop spending about €10k a month with 30% cash on delivery, our model expects about 22 refused parcels a month and platform-reported revenue about 2.1% higher than what is actually collected. If your store runs on Shopify or WooCommerce, 1ads shows you your own number in week two. (Assumption: 7% of COD orders refused; PayU Romania reports about 11% of COD orders returned or refused; there is no national statistic.)
What it needs from your data
- Product costs (COGS) on at least 80% of sales.
- A customer ID on at least 90% of orders, for the new-customer view.
Honest limits
- Small accounts mostly get C or D grades: they rarely have the volume for a conclusive test, and we say so instead of overclaiming.
- Google's own conversion-lift studies need about $5,000 of spend.
- Marketing-mix modelling (Measurement Pro) comes later, as an add-on.
- No tracking pixel of our own: if you rely on pixel attribution, keep it; we plan to import its results.
See your profit, not just your ROAS
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