E-commerce marketing profitability beyond ROAS
ROAS is useful for marketing decisions, but it does not inherently know your COGS, payment fees, shipping or every store refund. Kepio keeps marketing performance next to — not inside — the business truth.
Net Revenue − COGS − Shipping − Payment Fees − Ad Spend − Other Costs= Estimated ProfitBusiness Truth and Marketing Attribution answer different questions
The ad platform attributes revenue to campaigns according to its own attribution model. The business needs to know its actual Net Revenue and the real costs it paid. Both views are useful, but merging them creates double counting and more certainty than attribution can support.
Ad spend is a real cost
Regardless of attribution window or attributed conversions, the amount spent on Meta Ads or Google Ads is a real business cost. The profitability formula subtracts actual spend for the period. Attributed revenue remains separate context for campaign evaluation.
Same ROAS, different profit
Two campaigns can show the same ROAS while leading to products with different COGS, margin, refund rates or shipping costs. Budget decisions therefore benefit from product economics and business profitability alongside marketing metrics.
Cross-channel context without pretending attribution is perfect
When data from multiple advertising sources is available, spend and platform-reported attribution can be compared, but no dashboard should present attribution as unquestionable causality. The value is seeing marketing context beside the real business result.
✓ Actual ad spend is subtracted as a cost
✓ Attributed revenue is not added to actual store sales
✓ ROAS is reviewed with product margin and profit
✓ Meta/Google context when integrations are available
Frequently asked questions
Does high ROAS mean high profit?
Not necessarily. COGS, shipping, payment fees, discounts and refunds can materially change the result.
Does Kepio add attributed revenue to store revenue?
No. Attributed revenue remains a separate marketing metric to avoid double counting.
Are Meta or Google integrations required?
No. They are optional and add marketing context when connected; business profitability can be calculated without them.
See your own economics instead of a generic benchmark
Kepio starts from your revenue and costs and lets you improve the picture progressively.
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