All values in SEK · revenue from Centra, paid media from the ads dashboard, shipping from the shipping tracker, affiliate from the affiliate import. Cost assumptions live in config as a fallback.
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P&L
Operating profit (company)
Total contribution margin minus fixed operating costs (set in config).
Breakeven ROAS — market × category
The platform ROAS a campaign must beat for one more advertised order to carry itself. Rolling 3 months of regular orders.
How these numbers are computed — the choices, spelled out
Definition. Contribution margin per market × category = net ex-VAT revenue − COGS − warehouse pick & pack − actual outbound carrier shipping − payment fees. Breakeven ROAS = revenue incl VAT ÷ contribution — expressed against incl-VAT revenue because that is what Meta/Google/TikTok measure as purchase value; a campaign at exactly this ROAS makes zero contribution on its spend. What's included. COGS uses the exact ERP landed cost wherever a SKU has one, with the category % from config as fallback — identical to the P&L above. Shipping is the real carrier cost for the period's regular orders, allocated across categories within a market by revenue share. Payment fee is charged on the incl-VAT amount, matching the GM2 line. What's deliberately excluded. Fixed operating costs (the question is "does one more advertised order carry itself?", not "does it carry the office?"), returns (v1 limitation), and existing ad spend (breakeven is the floor spend must clear, so spend can't be inside it). Confidence. Cells with fewer than 30 orders in the window are greyed and show the category's all-markets figure in parentheses — small markets would otherwise swing on noise. Input quality (the † mark). Two inputs can be weaker than the math: COGS falls back to the category % for SKUs without an ERP landed cost (the tooltip shows what share of revenue has exact costs), and shipping only counts carrier invoices that have been matched to orders — where match coverage is partial we gross the cost up proportionally (shown in the tooltip), and below 50% coverage the cell is marked † because the real breakeven is likely HIGHER than shown. Caution. Platform ROAS inherits each platform's attribution; these floors make comparisons within a platform honest, they do not make platform numbers true. And margin headroom says where scaling is worth testing — not that ROAS survives the scaling.
Data sources paste a JSON response or enter numbers when a live feed isn't connected
Deployed inside centra-dashboard these load automatically. If a feed is grey/red above, paste data here.
Revenue by category [{ "market":"SE","category":"MOVE","revenueSEK":123456,"orders":210 }, …]
Revenue by product [{ "market":"SE","category":"MOVE","product":"Original Carrier","revenueSEK":80000,"orders":90,"cogsPct":52 }, …] — cogsPct optional; overrides the category assumption. Used wherever provided; markets without product rows fall back to the category feed.
Paid media spend [{ "market":"SE","category":"MOVE","spendSEK":40000 }, …] — rows without a category are split by sales
Illustrative figures (incl. a few products in SE & DE) so you can see all three views. Not your real data.
How the split works: any cost only known per market (affiliate, shipping, untagged paid media) is divided across that market's product lines — and, in the product view, across the products in each line — in proportion to each one's share of sales. Category-tagged paid media is split only within its own category. Switch to “Order share” to split by order count instead.
Cost structure: COGS is landed cost (product + inbound freight to warehouse + duty, the GM1 basis). The Shipping line is outbound delivery to customers from the shipping tracker — a separate cost below gross profit, so inbound and outbound never double-count.
The statement steps down as a margin ladder: GM1 = net revenue − product cost (landed COGS); GM2 = GM1 − fulfilment (outbound shipping; pick & pack, packaging and returns slot in here later) − payment fees; GM3 = GM2 − marketing (paid media, affiliate, paid influencer, gifting), i.e. the contribution margin. Operating profit is GM3 minus company-wide fixed costs.
COGS uses the exact per-unit landed cost from the ERP wherever a SKU has one. The category COGS %, payment fee and fixed operating costs are a fallback only, kept in najell-config as the single source of truth. Exact per-article costs are uploaded from the ERP export on the Landed Costs page.