Wevion's Break-even tab computes the ROAS you need to stop losing money from AOV, COGS, shipping and fees; the Overview timeline plots profit over time.

Break-even ROAS and the profit timeline

Inside the Profitability suite, the Break-even tab is a live calculator that tells you the minimum ROAS at which a campaign makes zero profit — computed from your average order value (AOV), COGS %, fixed shipping and payment fee %. The Overview tab plots the other side of the same story: profit, spend, other costs and revenue over time, so you can see when a campaign crossed from loss into profit. Both live at /analytics/profitability.

Who is this for

Media buyers setting ROAS targets and anyone who needs a number to answer "what ROAS do I need to break even?" — plus store owners watching whether profit is trending up or down over a period.

Before you start

• Know your costs: the calculator needs AOV, COGS %, shipping and fee. You can type them manually or load them from a real product SKU.
• Connected, synced accounts (for the timeline): the Overview chart is built from your P&L snapshot, so connect and sync your platforms and set your costs first (an-144 cost setup).

The Break-even calculator

The Break-even tab (apps/frontend/src/pages/profitability/break-even-page.tsx) takes five inputs:

• AOV — average order value.
• COGS % — product cost as a share of revenue.
• Shipping (fixed) — a flat shipping cost per order.
• Fee % — payment/processing fee as a share of revenue.
• Current ROAS and Target ROAS — your actual and desired ROAS, drawn onto the chart for reference.

The formula

Break-even ROAS is (break-even-page.tsx:34):

net_margin_per_revenue = 1 − COGS% − fee% − (shipping ÷ AOV)break-even ROAS        = 1 ÷ net_margin_per_revenue

Worked example — AOV 50, COGS 60%, shipping 2.50, fee 3%:

net = 1 − 0.60 − 0.03 − (2.50 ÷ 50) = 0.32break-even ROAS = 1 ÷ 0.32 = 3.125×

So at those costs you need a 3.13× ROAS just to break even. With no shipping or fees and 60% COGS, break-even is 1 ÷ (1 − 0.60) = 2.5×.

Reading the result

• The big number is your break-even ROAS; below it, the margin per order in currency.
• A verdict badge compares your current ROAS to break-even: below (losing money, red), at target (amber) or above (profitable, green).
• The chart draws the break-even curve as COGS rises, shading the profit zone (above the curve) and loss zone (below), and marks your current and target ROAS as reference lines. A dot sits at your COGS/current-ROAS point — green if profitable, red if not.

Load a real SKU instead of typing

Switch the mode selector from Manual to a real SKU to prefill AOV, COGS % and current ROAS from your actual product data (break-even-page.tsx:156). Ad spend is attributed at the campaign level, so all SKUs of the same campaign share that campaign's ROAS. If you tweak a prefilled value, a Reset to SKU button restores the real numbers.

The profit timeline (Overview tab)

The Overview tab (apps/frontend/src/pages/profitability/overview-page.tsx) shows the trend behind the P&L:

• Five KPI cards — spend, revenue, profit, true ROAS and margin for the selected range.
• A combined chart with stacked bars for spend, other costs and profit, plus a revenue line, over time. Profit bars turn red when negative and green when positive, so loss days stand out.
• Controls for date range, platform and granularity — day, week or month — so you can zoom from daily noise out to a monthly view.

Use it to confirm a fix worked: after cutting a losing ad set or fixing costs, the profit bars should flip from red to green.

Common issues

• Break-even shows "—": the net margin is zero or negative — your COGS %, fee % and shipping already consume the whole order value, so no ROAS can break even. Lower a cost input to get a finite number.
• My current ROAS is above break-even but P&L still shows a loss: the calculator uses the AOV/COGS you typed; the P&L uses actual attributed costs per row. Load the real SKU, or check the row's data quality in the P&L tab.
• The timeline is empty: there's no profit snapshot for the range yet. Connect and sync accounts, set your costs, and let the daily snapshot run.

Best practices

Set your target ROAS above break-even, not at it

Break-even is zero profit. Put your Target ROAS comfortably above the break-even line so campaigns actually contribute margin, and use the reference lines on the chart to keep the gap visible.

Validate against a real SKU

Manual inputs are a quick estimate. Loading a real SKU grounds AOV, COGS and current ROAS in actual data, so your break-even number matches reality.

Watch the profit bars, not just totals

A month can be profitable overall while hiding stretches of red days. Switch the Overview to daily granularity to catch loss-making periods a monthly total would smooth over.

FAQ

What ROAS do I need to break even?

It depends on your costs. Break-even ROAS = 1 ÷ (1 − COGS% − fee% − shipping÷AOV). For example, with 60% COGS, a 3% fee and 2.50 shipping on a 50 AOV, you need 3.13×. Enter your own numbers in the Break-even tab to get your exact figure.

Why does higher COGS raise my break-even ROAS?

Because a bigger product cost leaves less margin per order to cover ad spend. The break-even curve on the chart rises as COGS increases — at some COGS the margin hits zero and no ROAS can break even, which is where the curve stops.

Can the calculator use my real product numbers?

Yes. Switch the mode from Manual to a specific SKU and Wevion prefills AOV, COGS % and current ROAS from your data. Because spend is attributed per campaign, SKUs in the same campaign share its ROAS. Editing a value shows a Reset to SKU button.

What does the profit timeline show?

The Overview tab plots spend, other costs and profit as stacked bars with a revenue line, by day, week or month. Negative-profit bars are red so loss periods are obvious, and the KPI cards summarize spend, revenue, profit, true ROAS and margin for the range.

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• CPA, CPM, CTR — core metrics decoded
• Wevion Analytics — the complete guide