If you do not charge VAT use your ex VAT average order value and set VAT to 0%.
VAT is 20% in the UK and 21% in most of the EEA.
How much the product or service you are selling cost.
How much your platform charges as a % of the transaction.
If you are also charged a flat rate add it here.
How many of your customers make multiple purchases?
How many orders are result in returns?
How much shipping costs the business on average.
How much do you charge the customer for shipping (if any)?
What profit margin are you aiming for from the campaign?
Target profit cannot be higher than x%.
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Avg Single Order VAT:
VAT amount per order.
Avg Lifetime VAT:
Lifetime VAT amount.
Gross Order Value:
The average order value before VAT.
Lifetime Gross Customer Value:
Average lifetime value of each customer before VAT.
Gross profit per order:
Amount of ex VAT profit per order before other costs are subtracted.
Lifetime Gross Profit:
Lifetime gross profit (before costs) of each customer.
Avg Cost of Goods / Service:
Cost of goods per order.
Lifetime Cost of Goods / Service:
Lifetime cost of goods or services.
Single order transaction fee:
Transaction processing fee per order. This is the transaction fee % plus the flat fee.
Lifetime transaction fees:
Lifetime cost of transaction processing fees.
Avg Cost of Returns:
Return cost averaged out per order.
Lifetime Cost of Returns:
Return cost averaged out per customer.
Cost of Shipping:
Shipping cost to business per order.
Lifetime Cost of Shipping:
Shipping cost to business per customer.
Total Cost Per Order:
Sum of all costs per order.
Total Cost over Lifetime:
Sum of all costs over avg customer lifetime.
Net profit per order:
Total profit per order after all costs.
Lifetime Net Profit:
Total profit per customer after all costs.
Break Even CPA:
Maximum break-even CPA for a single order. CPA needs to be below this to be profitable.
Lifetime Break Even CPA:
Maximum CPA to break-even considering customer lifetime value.
Break Even ROAS:
Minimum ROAS needed to break-even for single purchases.
Lifetime Break Even ROAS:
Minimum ROAS needed to break-even over customer lifetime.
Target Profit per Order:
This is the total desired profit per order.
Target Customer Lifetime Profit:
Desired profit over customer lifetime.
Target CPA:
Maximum CPA to achieve desired profit margin for a single order.
Target Lifetime CPA:
Maximum CPA to achieve this profit margin over cutomer lifetime.
Target ROAS:
ROAS needed to achieve the desired profit margin (gross).
Target Lifetime ROAS:
ROAS needed over customer lifetime to achieve the desired profit (gross) over customer lifetime.
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