Blog
How to work out what your ads earn after costs, and how to tell which ad an order came from. Written for Shopify stores running Meta or Google ads.
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How to calculate ROAS for a Shopify store, with examples
ROAS is revenue from ads divided by ad spend. Three worked examples for a Shopify store: one campaign, a blended ROAS, and the profit left after costs.
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What is a good ROAS for a Shopify store
A good ROAS is one above your break-even ROAS, which depends on your margins. A break-even table by margin, and two Shopify stores at the same 3.0 ROAS.
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Break-even ROAS for a Shopify store: the formula and how to find yours
Break-even ROAS is 1 ÷ (1 − cost of goods, shipping, and tax as shares of revenue). The formula, a table by margin, and how to find yours in Shopify.
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ROAS, ROI, and profit: what each one tells a Shopify store owner
ROAS divides revenue by ad spend, ROI divides profit by ad spend, and profit is the money left. One Shopify campaign under all three, every line worked.
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Google Ads or Meta ads for a Shopify store: comparing them on profit
Neither wins in general. Compare Google Ads and Meta ads on profit from your Shopify orders, with a worked example where the reported ROAS ranking flips.
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What UTM parameters are and how Shopify uses them
UTM parameters are labels on a link that say where a visit came from. The five Shopify keeps, one worked link, and where Shopify shows them on an order.
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Google Ads conversion tracking on Shopify: what it does and what it cannot tell you
How Google Ads conversion tracking works on a Shopify store: the setup, the checks, what the conversion value leaves out, and why it is not profit.
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Why Ads Manager, Google Ads, and Shopify report different sales
Why Ads Manager, Google Ads, and Shopify report different sales: the causes on each platform, each with its source and a check to run in your own store.
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Recording cost of goods (COGS) in Shopify
Shopify keeps a product's cost in the Cost per item field of each variant. How to set it, in bulk too, and what profit reports do when it is missing.