Home True Profit calculator
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Your ROAS looks great. What does your bank say?
Ad dashboards count an order the moment it is placed, before it comes back. Put in your numbers and see what you actually keep each month, after COD refusals, returns, shipping and ads.
How we work this out
Reported sales = order value × orders. This is roughly what your ad dashboard and Shopify show.
Orders that come back = orders × COD share × RTO rate. You paid for the product and both legs of shipping on these, and got no money.
True profit = sales from delivered orders − product cost on every order sent − shipping out on every order − shipping back on returned orders − ad spend − everything else.
True ROAS uses delivered sales only. Break-even ROAS is the reported ROAS at which true profit is exactly zero.
It leaves out payment gateway fees, COD handling charges and GST, so treat the answer as the best case.
Questions
Reading your result
Why is my true ROAS lower than my dashboard?
The dashboard counts every order placed. Some COD orders never get paid for, but you already bought the ad click, made the product and paid the courier. True ROAS only counts orders that were delivered.
What is a normal RTO rate?
It depends on category, price and pincodes. The number that matters is yours: if it is above 20% on COD orders, it is usually the first thing worth fixing.
What does break-even ROAS tell me?
The reported ROAS you need just to cover every cost. Below it, more ad spend grows revenue and shrinks the bank balance.
My profit came out negative. Now what?
Look at the biggest slice in the ₹100 bar. That is where the fix is. If it is RTO or product cost, more ads will make it worse, not better.
That's the number on paper. Let's see what's behind it.
Send us your details and we will look at your real store, ads and delivery data. Your calculator numbers come with your request, so you do not have to type them again.