Most catalogues have a best seller and a best product, and they are rarely the same SKU. Put your numbers in and the gap shows itself.
| Product | Price | COGS | Shipping | Units / mo | CM / unit | Revenue | Contribution | Profit share |
|---|
Revenue rank is what your Shopify dashboard shows you. Profit rank is what your bank account responds to. When the two disagree, the ad budget is usually following the wrong one.
Contribution margin here excludes processing fees and returns so the comparison between products stays clean. Add those back in the break-even ROAS calculator before you set a ROAS target on any single SKU.
A product with a negative contribution margin does not get fixed with better creative. It gets repriced, renegotiated with the supplier, or pulled out of the ad account.
When revenue rank and profit rank disagree, every order pushed toward the best seller is margin the best product never got to earn. We restructure the account so budget follows contribution instead of top line. Book a call and we will map your catalogue against where the spend is actually going.
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