Every day, scored against your goals.
One row per completed day: blended ROAS, spend, revenue, new customers, CAC, aMER and contribution margin, coloured against the goals you set and lined up against the same days last period or last year.
Your first 100 days are free.
Ad platforms tell you yesterday’s ROAS. They don’t tell you whether yesterday was profitable.
After product costs, fees and shipping, whether the customers were new, and whether that ROAS was too low or too high for your goals.
The month so far, in four numbers
Contribution margin and new customers for Yesterday, Last 3 Days, Last 7 Days and Month to Date, with your Primary Goal and its target above them. The scaling decision starts here.
Colour, not arrows
Every value is coloured against your targets: ROAS by your five-tier bands, CAC green at or under target, contribution margin green at or above your daily target. Detailed view adds per-channel spend, revenue and ROAS for Meta, Google and Microsoft, plus a CAC target line. Up or down is not the question; on target or off target is.
Too high is a warning too
ROAS bands run Far Too Low → Too Low → On Target → Too High → Far Too High. A ROAS above your band usually means demand you’re not buying. Efficiency alone can shrink a business; that is the operating premise of the product.
Two numbers, side by side
Comparison shows the current period and the comparison period in every cell, matched date for date: 60 or 30 days, month to date, 7 days, the Black Friday/Cyber Monday window, or custom dates; against the previous period or the same dates last year. A single percent hides which number moved. Both numbers don’t.
The shape of your weeks
Contribution margin against ad spend over 30 days. Daily CAC against its average. Revenue, margin and spend by day of week over 90 days, as average or median. Your five best and five worst margin days. Pacing expectations should match your real weekly cadence, not a flat line.
The fine print we’re proud of
Small decisions about how numbers are computed and shown. Most tools skip them. We think they’re the product.
Completed days only.
Today is never in the table, so nothing you see is a partial day. Yesterday is the freshest point.
A day with no CAC leaves a gap.
We don’t plot $0 where there is no data.
Two numbers, never one percent.
Comparison keeps both values in the cell, and the comparison period is always neutral grey so colour means “current.”
A settings fact surfaces where it matters.
If your store captures payment later (Authorize Only), the page tells you revenue may be delayed or lost.
Exclude refunds with one toggle.
See contribution margin with returns taken out, on every tab at once.
Export carries more than the screen.
TikTok and LinkedIn channel columns come along even though they aren’t on-screen columns.
Related metrics
What this page computes, in plain words
- Blended ROAS
- Attributed revenue from media ÷ Total Ad Spend
- CAC
- Total Ad Spend ÷ New Customers
- aMER
- New Customer Net Revenue ÷ Total Ad Spend
- Contribution Margin
- The primary metric. Also called Marketing Profit.Gross Profit − Variable Costs
- Breakeven CAC
- The most you can pay to acquire a customer before the first order loses money.
Configured and validated before you rely on it
Every account is set up and checked by operators who manage $100M+ in ad spend, so the first number you see is one you can act on. When you want a team acting on those numbers with you, that’s Human.
Set your goals once. Read every day against them.
Two years of history on day one. Configured and checked before you rely on it. Your first 100 days are free.
Your first 100 days are free.