Start at margin per order
Pull gross profit per typical order—not list price—with fees and returns folded in honestly.
Thin SKUs dragged into one blended ROAS lie fast.
Hold landing pages accountable
Cheap CPC is useless when the landing page misses the promise of the ad.
Check landing conversion against the traffic you bought.
Add repeat buyers carefully
If repeat purchases matter, open LTV or payback calculators so first-order CPA is not your only ruler.
Otherwise keep the story strictly per first purchase.
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