Your thresholds
–Breakeven ROAS
Breakeven CPA (per order)–
Breakeven CPA (per customer)–
Net order value (excl. tax, after returns)–
Profit per order (before ads)–
Profit per customer (before ads)–
Above this ROAS, your campaigns make money. Below it, they lose money. The “per customer” breakeven CPA includes repeat purchases: that is your true bidding limit.
Your thresholds
–Breakeven CPL (first month)
Safety margin vs current CPL–
Current CPL (cost per meeting booked)–
Cost per meeting held–
CAC (cost per client signed)–
Show-up rate–
Closing rate–
Lead value (first-month margin)–
Breakeven CPL (on LTV)–
Budget needed (at current CAC)–
Meetings to book–
Meetings to hold–
As long as your CPL stays below the threshold, every lead earns more than it costs from the very first month. The LTV-based threshold shows how far you can bid when betting on the long run.