How much do you really earn on one order?

How it is calculated

The calculator works with one order. Your revenue is the price without VAT, because the VAT goes to the state.

• Revenue excl. VAT = selling price ÷ (1 + VAT rate)
• Payment fee = selling price incl. VAT × fee in %
• Profit before ads = revenue excl. VAT − purchase price − shipping and packaging − payment fee − other costs
• Margin = profit before ads ÷ revenue excl. VAT
• Break-even PNO = profit before ads ÷ revenue excl. VAT. Up to this share of revenue you can spend on ads and still not lose money.
• Break-even ROAS = 1 ÷ break-even PNO
• Target PNO = break-even PNO − the profit you want to keep

What PNO and ROAS mean

PNO is the share of ad costs in revenue. If you spend €100 on ads and sell for €1,000 excl. VAT, your PNO is 10 %. ROAS says the same thing the other way round: how many euros of revenue one euro of ads brings, here 10.

The break-even value is the line where ads eat the whole profit of the order. Above it, every extra order costs you money.

Common questions

Should I calculate PNO from revenue with or without VAT?

Without VAT. The VAT is not your money, so a PNO from revenue with VAT looks better than reality. If an ad system reports revenue with VAT, divide it by 1 plus the VAT rate first.

What if the result is negative?

Then the order loses money even without ads. Raise the price, lower the purchase or shipping costs, or set a minimum order value.

Does this include returns and repeat purchases?

No. It shows one order. Returns lower the real profit, repeat purchases from the same customer raise it.

Is anything I enter sent anywhere?

No. Everything is calculated in your browser.