ECOMMERCE

Ecommerce Calculators

See how the store and the ad account fit together. Measure order value, conversion, margin and customer value before deciding whether more traffic will actually improve the business.

Reviewed September 23, 2026 · ROAS Lab Editorial Team

Before you open a calculator

Ecommerce growth is rarely limited by one metric. A store can increase conversion rate while average order value falls. AOV can rise because of discount bundles that reduce contribution. Paid traffic can become cheaper while return rates climb. Looking at a single dashboard tile misses those trade-offs.

The useful sequence is simple: understand what an order is worth, understand how often traffic becomes an order, then connect those numbers to acquisition cost. AOV, conversion rate and contribution margin are the bridge between onsite performance and paid media.

If products have very different margins or return behavior, segment them. A store-wide average is convenient for a first pass but can hide a profitable category subsidizing an unprofitable one.

Calculators in this category

Choose the tool that matches the question you are trying to answer, then verify the result against your own economics.

ORDER VALUEAOV CalculatorCalculate average order value, projected revenue or required AOV.Open calculator →FUNNELConversion Rate CalculatorCalculate conversion rate, required orders or traffic needed.Open calculator →MARGINProfit Margin CalculatorCalculate profit, margin and markup from revenue and cost.Open calculator →CUSTOMER VALUELTV:CAC CalculatorCompare lifetime value with customer acquisition cost.Open calculator →PAID GROWTHBreak-Even ROAS CalculatorTranslate order economics into a minimum advertising efficiency.Open calculator →PLANNINGROAS Scenario ComparisonTest changes in price, product cost and target profit side by side.Open calculator →TRAFFIC VALUERevenue per Visitor CalculatorMeasure revenue productivity per visitor.Open calculator →UNIT ECONOMICSContribution Margin CalculatorMeasure what remains after variable order costs.Open calculator →REPEAT PURCHASEPurchase Frequency CalculatorCalculate average orders per customer.Open calculator →RETENTIONRetention Rate CalculatorMeasure how much of a customer cohort remains active.Open calculator →

ILLUSTRATIVE EXAMPLE

AOV went up, but did the order become more valuable?

Suppose a store moves from an $80 AOV to $96 by offering a bundle. Before the bundle, variable costs averaged $42 per order, leaving $38 of contribution. The new bundle has $57 of variable cost, leaving $39. AOV increased 20%, but contribution per order increased by only $1.

Old AOV$80

Old contribution$38

New AOV$96

New contribution$39

The bundle may still be valuable if it improves conversion, retention or merchandising, but the higher revenue number alone does not create much more acquisition room.

This example is for explanation only. It is not a benchmark, forecast or claim about typical performance.

DATA CHECKLIST

What to pull before calculating

Keep every input tied to a source and a date range. Most bad outputs come from mixed definitions rather than bad arithmetic.

Input	Where to get it	Check before using it
Orders and net sales	Store platform	Use the same period for order count and net revenue.
Discounts and refunds	Store or payment processor	Check whether reported sales are gross or already net of adjustments.
Sessions or paid clicks	Analytics platform	Choose the denominator that matches the conversion question.
Product and fulfillment cost	Inventory or finance records	Use a realistic blended cost or segment materially different products.
New vs returning customers	CRM or store	Separate them when acquisition and repeat-purchase behavior differ.

QUALITY CHECK

Three mistakes that change the answer

Optimizing AOV without contribution

A larger basket can still be economically weak if discounts, shipping or product cost rise faster than revenue.

Using store-wide averages for every campaign

Campaigns may sell different products and customer mixes. Their economics can differ from the overall store.

Reading conversion without traffic quality

A higher conversion rate can come from a narrower, higher-intent audience while total order volume falls.

WEEKLY REPORTING

Where this belongs in a real report

A practical ecommerce scorecard can show sessions, conversion rate, orders, AOV, net revenue and contribution per order. Paid-media metrics such as spend, CPA and ROAS should sit beside those store metrics rather than in a separate universe.

For acquisition reporting, split new and returning customers when possible. A campaign that mostly captures existing demand can look strong on ROAS while contributing less to new-customer growth than the headline suggests.

Questions that usually come up after the first calculation

Should I use gross sales or net sales for AOV?

Use the revenue definition that matches the decision and stay consistent. For profitability work, net revenue after routine discounts and refunds is usually more informative.

Can higher conversion rate justify a higher CPC?

Potentially. If more clicks become customers and contribution per customer is stable, the economics can support a higher click cost.

Why segment products for ROAS targets?

Products with different margins, prices or return rates can have different break-even ROAS even when sold by the same store.

How should returning customers affect acquisition reporting?

If the goal is new-customer acquisition, separate new and returning customers so existing demand does not inflate the apparent efficiency of prospecting.

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