Match gross margin honestly
Use margin as a percent of revenue after discounts and refunds, with COGS counted the same way Finance does—or close enough for a planning pass.
One attribution window for compare
If you judge live ROAS on a seven-day click window, compare break-even to that same seven-day slice.
Mixing windows makes the ceiling feel wrong.
Stress the edges
Run a pessimistic margin (lower percent) once. Promotions or returns can change real margin before the dashboard catches up.
You only need a tighter threshold to show why spend needs care.
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