Connect advertising return, acquisition cost, order value and customer retention. Work through the calculators in the order that matches the decision rather than collecting isolated metrics.

Validate attribution: Define which orders and customers belong to the campaign before calculating return.
Apply margin: Convert attributed revenue into gross contribution before comparing it with advertising and creative costs.
Connect the customer: Review order value, repeat purchase behaviour, returns and churn for the same acquired cohort.
Set the scale rule: Increase spend only when the downside case remains above break-even and cash payback is acceptable.

Checks before acting

Include agency, creative, discount and fulfilment costs where relevant.
Do not credit one conversion fully to several channels.
Separate new-customer economics from existing-customer orders.

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