Unit Economics Calculator

This calculator breaks your business into three layers - because a brand can look profitable at one level and be bleeding at another.

Breakeven ROAS = 1 / (gross margin % / 100).

Your Numbers

Monthly New Customers

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How many first-time buyers you acquire per month through all channels (paid + organic).

Average Order Value ($)

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Average revenue per order on a customer's first purchase. Your Shopify or analytics dashboard shows this.

Gross Margin (%)

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Revenue minus all product costs (COGS, packaging, shipping, fulfillment) as a percentage. If your product costs $25 and sells for $75, your margin is 67%.

Monthly Ad Spend ($)

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Total paid advertising spend across all channels - Meta, Google, TikTok, etc.

Customer LTV ($)

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Total revenue a customer generates over their entire lifetime with your brand. Check your Shopify customer analytics or calculate: AOV multiplied by average number of orders per customer.

Monthly Fixed Costs ($)

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Everything that's not COGS or ad spend: payroll, rent, software, subscriptions.

Your Results

Hit Calculate to see your unit economics breakdown.

Plug in your numbers and see exactly where you're making or losing money - first order, lifetime, and monthly. The same framework I use with my clients.

How to Read Your Results

The Verdict - Your headline health check. Are you making or losing money per customer? This is the single most important number.
CAC - Customer Acquisition Cost. What you pay in ads to get one new buyer. Compare this to your gross profit per order.
ROAS & Breakeven ROAS - Your actual ad return vs. the minimum needed.
LTV:CAC - Lifetime gross profit divided by CAC. The benchmark is 3x+. Below that, you're overpaying for customers.
Net Monthly P&L - The full picture including fixed costs. Good unit economics mean nothing if OPEX eats your margin.
CAC Payback - (SaaS) Months to recoup acquisition cost from gross margin. Under 12 months is good; under 6 is great.

For a deeper dive, check out my breakdown of two brands with identical ROAS but wildly different profits.

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