$4,460 in contribution margin is leaking out of your account in the last 30 days.
Here’s where it’s going — and how to get it back.
Profit Scaler — last 30 days
Net sales
$64,210 ▲ 8%
Total ad spend
$12,440
MER
5.2x ▲ 0.4x
BEP MER
3.8x cushion +1.4x
Contribution margin
$18,320 ▲ 12%
New customers
412 ▼ 9%
⚠
Meta — “Retargeting Broad Q2” spending $1,840 at 2.1x ROAS.
Break-even is 3.8x. Burning $1,200+ in margin.
➞
Pause or restructure. Redirect to “Prospecting — Lookalike 1%” at 6.4x.
Channel-level efficiency:
Channel performance
Meta
$7,800 spend 3.9x ROAS
Google
$3,400 spend 6.8x ROAS
Klaviyo
$260 spend 22.4x ROAS
TikTok
$980 spend 1.8x ROAS
⚠
TikTok below BEP — draining $420 CM. Klaviyo dramatically under-leveraged.
➞
Cut TikTok 60%. Reinvest in Klaviyo welcome + abandoned cart. Est. +$1,800 CM next 30 days.
Product profitability:
Winners & drains
Top contribution margin
Hero Bundle
$5,240 CM
Refill Pack
$3,180 CM
Starter Kit
$2,610 CM
Margin drains
Travel Mini 35% returns
−$280 CM
Limited Hoodie neg. unit econ
−$420 CM
➞
Pull Travel Mini from paid traffic. Bundle Hoodie with Hero or discontinue.
Discount code drain:
Discount codes — net CM impact
WELCOME15 healthy
612 orders 34% CM
SPRING20 healthy
218 orders 28% CM
INFLUENCER25 losing money
84 orders −9% CM
⚠
INFLUENCER25 net loss $2,140 last 30 days. Stacking with free shipping promo.
➞
Kill INFLUENCER25 or convert to fixed $10 off (caps the margin bleed).
CAC payback trend:
CAC payback by weekly cohort
4 weeks ago
31 days
3 weeks ago
38 days ▼ 7d
2 weeks ago
44 days ▼ 6d
1 week ago
47 days ▼ 3d
⚠
Payback +16 days in 4 weeks. New cohort LTV deteriorating or CAC creeping — likely Meta audience broadening.
➞
Tighten Meta to top-decile lookalike. Pause broad prospecting until cohort LTV is verified.
Bottom line — here’s the playbook:
PLAYBOOKRecommended actions — expected CM uplift
✓
Pause “Retargeting Broad Q2” · redirect to Lookalike 1%
+$2,000
✓
Cut TikTok 60% · reinvest in Klaviyo flows
+$1,800
✓
Pull Travel Mini from paid · bundle or kill Hoodie
+$700
✓
Kill INFLUENCER25 or convert to fixed $10 off
+$2,140
✓
Tighten Meta to top-decile lookalike
+$1,500
Total expected CM uplift
Next 30 days, all actions executed
+$8,140
+44% on current CM base