> For the complete documentation index, see [llms.txt](https://docs.bloomanalytics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.bloomanalytics.io/marketing-insights/ad-profitability.md).

# Ad Profitability

Ad Profitability shows if every $1 of Shopify ad spend makes money, for the whole business and for brand-new customers only.

#### What is Ad Profitability?

Ad Profitability is the third tab in Marketing Insights. It answers one question for every $1 spent on ads: is the store making money or losing money, both for the whole business and for brand-new customers specifically? It is built for the store owner who wants a profit view of ad spend after product costs, shipping, and fees, not just the revenue view platforms report.

#### How it Works

**Two families of metrics**

The tab splits five numbers into two families. Whole Business covers everyone (repeat buyers, email, SMS, and organic alongside paid). Growth Engine covers brand-new customers only, the machine that creates tomorrow's customers.

**Why the two families matter**

Blended POAS is the health of the whole business. NC POAS is the health of the growth engine. A strong blend can hide a weak engine, because repeat, email, and organic profit can subsidize acquisition. The two charts in Data available show this directly: Whole Business can float above breakeven while Growth Engine sits underwater.

**How Breakeven behaves**

The Breakeven (BEROAS) is derived from the store's real cost structure. If it rises, margins are thinning, so its up-arrow is colored red on purpose rather than green.

#### Data available

**Whole Business metrics**

Covers all revenue and profit against ad spend, including repeat buyers, email, SMS, and organic.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FCBiNDp8siUKPefqWXVQt%2Fimage.png?alt=media&amp;token=44c07acd-ded3-4213-8f5e-d3ca7980ab7a" alt=""><figcaption></figcaption></figure>

| **Metric**         | **What it Shows**                                                                                                                                     |
| ------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------- |
| ROAS               | Revenue per $1 of ads. The number ad platforms report.                                                                                                |
| POAS               | Profit per $1 of ads after product costs, shipping, and fees. Below 1.0 means ads lose money even if ROAS looks fine.                                 |
| Breakeven (BEROAS) | Minimum ROAS needed to not lose money, derived from the store's real cost structure. A rising value signals thinning margins, so the up-arrow is red. |

**Growth Engine metrics**

Covers brand-new customers only, judging the acquisition machine on its own.

<figure><img src="https://749049708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F9Cj862knfGNqzzPFauD6%2Fuploads%2FSVzSaB2biVshPMlVNtXG%2Fimage.png?alt=media&amp;token=f7a92809-8d78-4e86-b019-530248f59bf5" alt=""><figcaption></figcaption></figure>

| **Metric** | **What it Shows**                                                                                                                                 |
| ---------- | ------------------------------------------------------------------------------------------------------------------------------------------------- |
| NC ROAS    | First-order revenue per $1 spent acquiring a stranger.                                                                                            |
| NC POAS    | First-order profit per $1 spent acquiring a stranger. For example, "32¢ back per $1 on day one" means the other 68¢ is a bet on repeat purchases. |

**Whole Business and Growth Engine charts**

Two charts plot the POAS lines over the tab's time frame (the last 3 finished months plus this month so far, shown weekly) so the merchant can see the engine's health alongside the blended view.

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