Find your true margin
Most retailers set their ROAS target on purchase price alone. That's a very narrow view of what a sale really makes.
This guide walks through every cost, where to find it, and a worked example — so you know the most you can spend to win each sale.
What your purchase price leaves out
- What does a returned order really cost you?
- How much delivery do you quietly pay for?
- What does your payment provider keep from each order?
- Does your ROAS target include any of it?
If you're not sure, you're not alone — nobody has their cost data perfectly sorted.
Every cost you don't track eats into the profit of each sale, and into the bid you can afford.
Seven costs that come with every sale
CostWhat it is
Purchase price (COGS)What you pay to buy or make one unit
Payment feesWhat your payment provider charges per order
Shipping subsidyThe part of delivery you pay that the customer doesn't
Returns and restockingWhat returned orders cost, spread across every sale
Import dutiesDuty per unit, if not already in your purchase price
Customer serviceSupport time spread across each order
Other feesA small levy for running costs, like agency or staff
In plain English: COGS means cost of goods sold — what the product itself costs you. It's where most people stop.
Start with three: purchase price, payment fees and returns. Add the rest over time.
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