Free tool · ecom unit economics

What can you actually pay to acquire a customer?

Plug in your numbers. Get your breakeven CAC, target ROAS, and 1-year ROIC — the same model milkneck uses to plan client paid spend.

Your numbers

Average order value$Revenue per order, blended across SKUs.Cost of goods$What the product itself costs you per order.Shipping cost$Outbound shipping you eat per order.Fulfillment / pick-pack$Warehouse + handling per order.Merchant fees%Payment processing, as a % of AOV.Returns & refunds%Return/refund cost, as a % of AOV.

Growth levers

1-year LTV uplift%Extra contribution beyond the first order over 12 months. 100% ≈ customer worth 2x first order.Attribution buffer%How far aggressive/safe targets sit from breakeven, and the gap between attribution windows.

Cost to fulfill

$91.28

Gross margin

46.2%

Gross profit / order

$78.25

Breakeven CAC

$78.25

What you can pay to acquire a customer

Three postures, same economics. Pick the one that matches your stage and cash position.

Aggressive growth

$98max CAC

Target ROAS1.73x1st-order margin-$201-yr LTV margin$591-yr ROIC31.0%

Spend past first-order breakeven and let repeat revenue pay it back. Max share of market.

Start here

Breakeven / blended

$78max CAC

Target ROAS2.17x1st-order margin$01-yr LTV margin$781-yr ROIC46.2%

First order washes its face. Every repeat purchase is pure margin. The default starting line.

Short-term profit

$65max CAC

Target ROAS2.60x1st-order margin$131-yr LTV margin$911-yr ROIC58.3%

Each order is profitable on day one. Slower growth, healthier cash, lower risk.

Set these targets in your ad platform

Shorter attribution windows under-report conversions, so your in-platform CPA target should run higher to hit the same true breakeven.

Long window (28-day click)

$78.25 CPA

2.17x ROAS target

Short window (1/7-day click)

$93.90 CPA

1.81x ROAS target

Want us to pressure-test these numbers?

Bring your real costs to a 30-minute call. We'll tell you where the margin actually is — free, no deck.

Estimates only, for planning. Real targets depend on channel mix, attribution, and how your repeat-purchase curve actually behaves.

How to read your numbers

Enter your real costs

AOV, COGS, shipping, fulfillment, fees, returns. Defaults are pre-loaded so you can see how it works first.

Read your ceiling

We compute the most you can pay per customer across three postures — and the ROAS that goes with each.

Set your platform targets

Translate the math into CPA and ROAS goals for Meta and Google, adjusted for your attribution window.