Plug in your numbers and see your real ecommerce net profit, margin, and the marketing-efficiency ratios that actually predict whether you're growing or burning cash.
Gross revenue from Shopify, before refunds and discounts.
Order count this month — used for AOV and per-order economics.
Cost of the products you sell, divided by revenue. DTC brands typically 25-40%; dropshippers 35-55%.
Total spend across Meta, Google, TikTok, etc.
Shopify Payments + processor fees. Default 2.9% covers most US setups.
Apps, software, salaries, rent, agency retainers — everything that doesn't scale with orders.
Connect your Shopify store and Ecom Forward calculates this — and a full P&L, cash flow, and balance sheet — in real time across every store you run. Updated daily, zero manual entry.
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Most operators look at top-line revenue and assume things are fine. But every dollar of revenue has variable costs attached to it — the product itself (COGS), the ad you spent to acquire the customer, and the payment-processor fee. Once you subtract those plus your fixed monthly expenses (apps, salaries, rent), what's left is net profit. That's the only number that pays you.
ROAS (return on ad spend) is what your ad platforms report. It's revenue divided by spend, but it only counts conversions the platform tracked — and platforms over-attribute. MER (marketing efficiency ratio) divides your TOTAL revenue by your TOTAL ad spend, regardless of attribution. It's the honest number. POAS(profit on ad spend) is the one that actually matters: net profit divided by ad spend. POAS < 1× means each ad dollar generates less than one dollar of profit — you're growing at a loss.
Your contribution margin is what's left after COGS + ad spend + transaction fees. The lower your contribution margin, the higher your ads have to perform just to cover their own cost. If your contribution margin is 25%, your break-even ROAS is 4×. If it's 10%, you need 10×. Most ad platforms will happily show you a 3× ROAS while you're losing money — knowing your break-even ROAS is what stops that bleed.
Reality is messier: COGS varies by SKU and supplier tier, ad spend isn't evenly distributed across products, refunds and discounts erode margin, and your fixed costs change month to month. Ecom Forward calculates all of this live from your real Shopify and ad-platform data — no spreadsheets, no manual entry, updated daily.