Marketing
True ad profitability — past platform-reported ROAS
Meta and Google each claim the same conversion. Sellrics ties spend to the SKUs that actually converted and reads it against fee-aware contribution margin, not gross revenue.
The problem
Every ad platform reports a flattering ROAS by claiming credit for orders it did not drive. Add them up and your "blended ROAS" says you are profitable while the bank balance says otherwise.
How Sellrics does it
Sellrics pulls spend and performance from Meta Ads, Google Ads, and GA4, attributes it to converting SKUs, and reports ROAS, CAC, and MER per campaign plus a creative, keyword, and search-term breakdown and a per-channel health audit (backend/api/ads.py — get_ads, get_campaign_detail, get_ads_creatives, get_ads_keywords, get_ads_channel_audit). MER (total revenue ÷ total ad spend) gives a blended view that does not depend on any one platform’s attribution.
What the numbers mean
ROAS is attributed revenue ÷ spend for a campaign. CAC is spend ÷ new customers acquired. MER is total revenue ÷ total ad spend across all channels. Read all three against contribution margin: a 3x ROAS on a 25%-margin product is roughly breakeven after fees.
A worked example
Illustrative example- Scenario
- Meta reports 4.2x ROAS, Google reports 3.8x, on a product line at 22% fee-aware margin.
- What Sellrics surfaces
- Blended MER across both platforms is 2.1x — well below the ~4.5x this margin needs to profit. The platform numbers double-counted; the SKU-level attribution shows which campaigns actually drove full-price orders.
- The move
- Cut the campaigns below the margin-adjusted MER threshold, keep the ones tied to real full-price SKU conversions, and set new-customer spend to the CAC-payback point.
Today — tabs and a spreadsheet
ROAS 4.2x · spend $3,200
CSV, 1,240 rows, no fees column
=B12-C12-D12-E12 ← by hand, weekly
Manual, a week behind, and it still doesn't net Amazon referral or FBA fees against the campaign that drove the order.
Blended MER — trailing 8 weeks
IllustrativeBlended MER has held around 2.1x for two months — the gap to the 4.5x line is spend that isn't paying for itself, regardless of what Meta and Google each report.
Illustrative — platform-reported ROAS vs blended MER vs what you keep after fees.