NexEdge · Ads & Funnel Playbook

Key in your real numbers as the campaign runs. Green dot = healthy, amber = watch, red = fix it. Defaults are a realistic Meta supplement campaign using your actual prices and costs. Tip: push CPM up or CTR down and watch ROAS fall toward the cut line.

📣 Ads — buying attention

How efficiently you turn budget into clicks.

🛒 Store funnel — clicks → orders

Where visitors drop off on the way to buying.

💵 Offer & cost

Pick an offer to load your real numbers, or set a blended average.

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net profit / period

Revenue

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Orders

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Net margin

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The funnel — where people drop off

Profit & loss (this period)

Every metric, in plain language: what it is, what it tells you, the healthy range for a US supplement store on Meta, and what to fix when it slips. Read top to bottom: ads first, then the store, then profit.

📐 Your real unit economics (from your cost sheet)

Offer	Price	All-in cost	Gross margin	Break-even ROAS
1 bottle	$69	$17.77	74%	1.35
2 bottles	$109	$28.02	74%	1.35
3 bottles	$149	$33.27	78%	1.29
Subscription	$49	$17.07	65%	1.53 ⚠️

Note: "All-in cost" already includes everything per order — product, 3PL, both shipping legs and the 3.5% transaction fee. Your single bottle and bundles all break even around 1.3–1.4x ROAS, so the playbook cut line of 1.4 is right. The subscription is the thin one (1.53 break-even, 65% margin): at $49 it barely covers cost on the first order. It only wins on repeat orders, so don't judge a subscription-heavy campaign on first-purchase ROAS alone.

🚦 Your scale & cut playbook (use ROAS to decide)

ROAS < 1.4 → Cut

Below break-even. You lose money on every sale. Kill the ad set, don't "give it more time."

1.4 – 1.8 → Hold

Above water. Don't touch it. Sweet spot is 1.6–1.8. Let it run and gather data.

1.8 – 2.3 → Scale slowly

Working. Raise the budget gradually (about once a day) so you don't reset learning.

> 2.3 → Scale hard

A winner. Push budget up every 1–2 hours while it holds. A real winner shows strong momentum on day 1.