My ROAS is up but profit is flat — why?
Analysed spend, margin and fulfilment data across last 30 days ›
Your ROAS hit 4.2x this month — best since October — but contribution margin dropped to 34%, down 4pp. Ad spend is working harder, but four things downstream are absorbing the gain:
ROAS
4.2x
Gross Margin
48% −5pp
CM2
34% −4pp
Returns Rate
8.2% +3pp
IssueCoastal Edit driving ROAS — but 58% COGS, 10pp above your average
Linen Shorts and Relaxed Tee converting well on Shopping and TikTok. The more you sell, the harder blended margin gets squeezed.
→ Show margin breakdown for Coastal Edit
IssueReturns at 8.2% — €2,100 in unrecovered fulfilment costs this month
68% from Coastal Edit, "sizing" as top reason. Each costs €6.40 in reverse logistics — invisible in your ROAS number.
→ Show returns by product and reason
IssueMobile bundle broken since the 14th — AOV down €4 on 62% of traffic
Desktop AOV €54, mobile €41. Before the update both sat at €51. Every day it's broken costs ~€380.
→ Show AOV by device since the 14th
MonitorGuangzhou freight +12% in March — not yet in COGS model
Still on February rates. Adds ~1.8pp to COGS on your imported range, showing fully in April.
→ Flag SKUs below 45% margin floor
