Audit checks / E-MRG-02
Target ROAS below breakeven
A target ROAS tells the platform what return to accept. Below breakeven, you have told it to buy sales that lose money, and it will do exactly that well. Breakeven here comes from this store's margin, so it moves with your costs and discounts.
- Fires when
- A live campaign's target ROAS is below the store's breakeven ROAS over 30 days.
- What to do
- Review the target: raise it to at least breakeven.
- How the impact is estimated
- Not quantified: what it loses depends on how close the campaign runs to its target.
- Platform
- Google Ads, Meta, Shopify
- Severity
- high
- Looks back
- 30 days
- Stays silent below
- 80% of net sales with a known cost, or a stated average margin
- spend on the campaign in 30 days
- Autopilot
- Never applied automatically.