buy from them several times a year

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But that goal isn’t right for every e-commerce marketer. 2. Decide whether break-even ROAS enough — or too much. “Good ROAS” is subjective. A reasonable ROAS goal in one industry might be a catastrophe in another. And the right goal for you depends on an interconnected web of factors including your product, your average order frequency and your price point. Which companies should shoot for break-even ROAS? This is a popular benchmark for companies whose customers



but not quite routinely. Under these circumstances, it’s sustainable to break even on winning new customers and then turn a profit on their second orders. DTC shoe and apparel brands, for instance, might shoot for break-even ROAS ukraine number screening Which companies need more than 100% ROAS? Profitable customer acquisition can be key for e-commerce companies selling long-term investments, like mattresses or furniture. Customers buy these expensive products so rarely that postponing profit until a new customer’s second purchase could leave a company in the red for years. Which companies can afford less than 100% ROAS? ROAS of less than 100% can work for companies that sell consumer packaged goods that people buy regularly (and rarely shop around for) — like daily contacts, seltzer or paper towels.