BreakevenHQ Blog
Field notes on profitability, attribution, and the math behind campaigns that scale.
Incremental ROAS: How to Measure What Your Ads Actually Caused (2026)
The ROAS Meta and Google report to you is real revenue, but most of it is not caused by the ads. Incremental ROAS is the number that strips out the conversions that would have happened anyway. Ishant Sharma walks through how to measure it, what to expect by channel, and how to use it for budget allocation.
May 22, 2026 · Ishant Sharma
True Profit Calculator for Shopify: What Your Dashboard Hides and How to See It (2026)
The "profit" number on your Shopify dashboard is at least 20 percent higher than your real profit. Here is the exact list of costs Shopify hides, the formula that gives you true profit at the order, channel, and product level, and the calculator a founder can build in a spreadsheet today.
May 21, 2026 · Ishant Sharma
Contribution Margin Calculator for Ecommerce: The Real Formula DTC Brands Need (2026)
Contribution margin is the only profitability metric that matters for ad targeting. Most ecommerce calculators conflate it with gross margin and give you a number that is wrong by ten to thirty percent. Ishant Sharma breaks down the real formula and the costs every other calculator misses.
May 20, 2026 · Ishant Sharma
CAC Calculator for Shopify: How to Compute Customer Acquisition Cost That Actually Reflects Reality (2026)
Most CAC calculators divide ad spend by customers and call it done. The real number is two to three times higher because the simple formula ignores returning customers, organic share, and the channels you forgot to include. Ishant Sharma walks through the real math.
May 19, 2026 · Ishant Sharma
Target ROAS Calculator: How to Set the Right Bid Target on Google Ads and Meta (2026)
Most brands enter their break-even ROAS into Google or Meta and call it a day. That is why their campaigns hit target on the dashboard and lose money in the bank. Ishant Sharma walks through the real way to compute target ROAS, the platform-specific buffers, and the exact number to enter on each ad platform.
May 18, 2026 · Ishant Sharma
MER vs ROAS: Which Number Should You Actually Track in 2026
Most DTC operators treat MER and ROAS as interchangeable. They are not. One number is a dashboard metric and the other is the truth. Ishant Sharma, founder of Hustle Marketers and BreakevenHQ, breaks down when each one matters and how to use them together.
May 17, 2026 · Ishant Sharma
Break-Even ROAS Calculator: The Real Formula for Shopify and DTC (2026)
Most break-even ROAS calculators ask you for two inputs and hand you a number that is wrong by a third. This is the real formula, the eleven costs you have to subtract, and the platform-specific adjustments nobody else explains. Written by Ishant Sharma, founder of Hustle Marketers and BreakevenHQ.
May 16, 2026 · Ishant Sharma
Building a Shopify Profitability Stack: What Actually Moves the Needle in 2026
Most Shopify operators stitch together analytics tools that report metrics but never answer the question that matters. Here is the four layer profitability stack that produces actual decisions, written by Ishant Sharma, founder of Hustle Marketers.
May 15, 2026 · Ishant Sharma
Why Your Shopify Gross Margin Is Lying to You (and What to Use Instead)
The gross margin number in Shopify Better Reports leaves out payment fees, shipping cost, fulfillment, and refunds. The gap between what Shopify shows and what your bank account sees is often six figures of hidden losses. Written by Ishant Sharma, founder of Hustle Marketers.
May 14, 2026 · Ishant Sharma
How to Calculate Break-Even ROAS for Your Shopify Store (the Real Math)
Most Shopify operators target a ROAS number that already accepts losses on every order. Here is the actual math behind break-even, including every cost Shopify Better Reports leaves out, written by Ishant Sharma, founder of Hustle Marketers.
May 13, 2026 · Ishant Sharma