The number on your dashboard was never going to tell the truth

It was trying to keep you spending.

ROAS blends new and returning revenue, ignores your COGS, ignores your returns, and calls whatever's left "performance."

That's not a lie exactly — it's just not an answer to the question you're actually asking, which is: am I making money on this? 

‍Two industries have a stake in you never running this number yourself.

The performance shop optimizing your account toward a ROAS target nobody's checked against your margin. The brand agency that shows up with a deck about resonance and changes the subject the second you mention unit economics.

Neither wants you holding the fraction. We built the fraction.

Six metrics your ad platforms can't tell you

Break-even ROAS
The return you need just to not lose money — before a single cent of profit.
Break-even ROAS
What's actually left after COGS and the costs that scale with every order.
Customer LTV
What a customer is worth across every order they place, not just the first one
Maximum allowable CAC
The ceiling on what you're allowed to pay to acquire a customer before the math turns against you.
Payback period.
How many months until the cash you spent comes back to you — not eventually, on a schedule.
MER vs. nMER
The gap between the blended revenue and the new-customer number.

based. ROAS & ad spend calculator

Got questions? 
We got answers

Is this really free?

Yes. No email, no account, no catch. There are better ways to do lead gen than gatekeeping value.

Do you store my numbers?

Nope, your calculations run in your browser. We don't see your AOV, your margins, or your ad spend, we don't preserve any data whatsoever. But you can! Click export to save the data in csv for future use.

What if I don't know my exact COGS or return rate?

Use your best estimate. The calculator is a diagnostic, not an audit — it'll tell you which direction to look, not replace your bookkeeper.

Is this the same as what my agency should be telling me?

It's the floor, not the ceiling. Any agency worth paying should already know these numbers cold. If yours doesn't, that's worth noticing.

Find out if your marketing really works

Don't trust Mark Zuckerberg to tell you it is working. Don't rely on Google taking credit. Don't even trust the dashboard looking squeaky-clean.

Consciously and honestly investigate whether your marketing is making your DTC Brand more memorable, more available and more commercially effective.

If you are spending €10k+/month and returns are stagnating, get the audit.

based.marketing is committed to protecting and respecting your privacy, and we’ll only use your personal information to provide the services you requested from us. If you consent to us contacting you for this purpose, please tick below:

Thanks. We’ll review your answers and let you know if the audit is a fit.

If it is, we’ll ask for read-only access to the relevant accounts and reports. Then we’ll deliver the audit within 5 business days and walk you through it on a 30-minute call.
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