Average Order Value (AOV)
Average revenue per customer order
$1
$100000
$
Cost of Goods Sold (COGS)
Product cost + shipping + fulfillment per order
Most DTC brands see 20-60% of AOV as COGS.
$0
$100000
$
Transaction Fees
Stripe, PayPal, Shopify fees (typically 2.9-3%)
Stripe/Shopify average ≈3%.
0%
20%
%
Overhead Per Order
Allocated overhead costs per order (rent, salaries, software)
Include tools, labor, rent, packaging, customer support.
$0
$10000
$
Returns/Refunds Rate
Percentage of orders refunded or returned
Typical e-commerce returns: 5-15% (fashion up to ~20%).
0%
100%
%
Desired Profit Margin
Target profit margin after all costs including ad spend
Most DTC brands aim for 10-30% net margins.
0%
100%
%
Current ROAS (Optional)
Your actual ROAS from ad campaigns (e.g., 3.5 = $3.50 revenue per $1 ad spend)
Healthy campaigns often land between 2× and 6× depending on margins.
0
20
Gross Margin per Order
$0.00
Gross Margin %
0.0%
Total Costs per Order (Before Ads)
$0.00
Net Margin Before Ads
$0.00
Profit Margin Before Ads
0.0%
Break-Even ROAS
0.00
Target ROAS (for Desired Profit)
0.00
Maximum CPA (Cost Per Acquisition)
$0.00
Current Ad Spend per Order (if ROAS entered)
$0.00
Current Profit per Order (if ROAS entered)
$0.00
Current Profit Margin (if ROAS entered)
0.0%
Revenue vs Costs Breakdown
Revenue (AOV)
$100.00
Total Costs (Before Ads)
$0.00
Net Margin (Before Ads)
$0.00
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