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Reputifly ROAS Scenario Lab

Metric vs. Variable

Sensitivity Analysis (±10%)

Impact on Daily Profit from a ±10% change in each input.

Glossary & Formulas

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Color Legend

  • ■ Green: Indicates positive daily profit or ROAS ≥ 1.
  • ■ Red: Indicates negative daily profit or ROAS < 1.

Metric Definitions

  • Daily Ad Spend (SGD): Total budget per day.
  • Est. Cost Per Click (CPC, SGD): Average cost per ad click.
  • Click→Lead CVR (%): Percentage of clicks that convert to a lead (e.g., form submit).
  • Lead→Sale Closing Rate (%): Percentage of leads that become paying customers.
  • Average Order Value (AOV, SGD): Average revenue per customer transaction.
  • LTV Multiplier (×): Customer lifetime value multiplier. (1.00 = transactional, 1.50 = 50% more value over lifetime).
  • Variable Cost %: Cost of goods sold (COGS) + payment processing fees, as a % of revenue.

Calculations

  • Clicks = Spend / CPC
  • Leads = Clicks × CVR
  • CPL = Spend / Leads
  • Sales = Leads × Closing Rate
  • CAC / CPA = Spend / Sales
  • Revenue (initial) = Sales × AOV
  • Revenue (LTV-adj) = Revenue (initial) × LTV Multiplier
  • Gross Profit = Revenue (LTV-adj) × (1 - Variable Cost %)
  • Profit per Customer = (AOV × LTV × (1 - Var%)) - CAC
  • Profit (Daily) = Gross Profit - Spend
  • ROAS (×) = Revenue (LTV-adj) / Spend
  • Monthly Spend = Spend × 30
  • Monthly Revenue = Revenue (LTV-adj) × 30
  • Monthly Profit = Profit (Daily) × 30

Break-Even Thresholds

  • Break-Even CPC: Max CPC to break even (ROAS=1).
    AOV × LTV × CVR × Closing Rate
  • Break-Even CVR: Min CVR to break even.
    CPC / (AOV × LTV × Closing Rate)
  • Break-Even Closing Rate: Min Closing Rate to break even.
    CPC / (AOV × LTV × CVR)
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