[{"data":1,"prerenderedAt":194},["ShallowReactive",2],{"blog-the-ecommerce-maths-toolkit":3},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"author":11,"authorBio":12,"authorLinkedIn":13,"authorTwitter":14,"heroImageUrl":15,"tag":16,"readingTime":17,"body":18,"_type":188,"_id":189,"_source":190,"_file":191,"_stem":192,"_extension":193},"\u002Finsights\u002Fthe-ecommerce-maths-toolkit","insights",false,"","Eleven Calculators for Honest Ecommerce Maths","We kept redoing the same margin, ROAS and LTV maths in client calls and scrappy spreadsheets. So we built the toolkit properly and put it on the site.","2025-12-11","Ryan Carter","Ryan is the Director of Studio Future, a Dubai-based eCommerce agency specializing in Shopify development, digital marketing, and systems integration. With over a decade of experience building high-converting commerce solutions for brands from startups to FTSE 100 companies, Ryan combines technical expertise with strategic growth focus to solve complex eCommerce challenges.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fryantcarter\u002F","https:\u002F\u002Fx.com\u002Fryantcarter\u002F","\u002Fimages\u002Farticles\u002Fthe-ecommerce-maths-toolkit.jpg","Lab","4 Minutes",{"type":19,"children":20,"toc":183},"root",[21,29,34,48,55,91,112,139,160,166,171],{"type":22,"tag":23,"props":24,"children":25},"element","p",{},[26],{"type":27,"value":28},"text","Every discovery call has a moment where the conversation stops being about design and starts being about arithmetic. What does an order actually earn you? What can you afford to pay for a customer? At what ROAS does that campaign quietly lose money?",{"type":22,"tag":23,"props":30,"children":31},{},[32],{"type":27,"value":33},"We were doing this maths on napkins, in call notes and in a spreadsheet with a tab nobody remembered building. The formulas are not complicated. What goes wrong is consistency: one person includes shipping in margin, another doesn't, and suddenly two people in the same meeting are defending different numbers that are both called profit.",{"type":22,"tag":23,"props":35,"children":36},{},[37,39,46],{"type":27,"value":38},"So we built the toolkit properly and put it in ",{"type":22,"tag":40,"props":41,"children":43},"a",{"href":42},"\u002Flabs",[44],{"type":27,"value":45},"Labs",{"type":27,"value":47},", free, no email gate. Eleven calculators that share definitions with each other, so the number one tool spits out means the same thing when you carry it into the next one.",{"type":22,"tag":49,"props":50,"children":52},"h2",{"id":51},"whats-in-the-set",[53],{"type":27,"value":54},"What's in the set",{"type":22,"tag":23,"props":56,"children":57},{},[58,60,66,68,74,75,81,83,89],{"type":27,"value":59},"The foundation four: ",{"type":22,"tag":40,"props":61,"children":63},{"href":62},"\u002Flabs\u002Fconversion-rate-calculator",[64],{"type":27,"value":65},"conversion rate",{"type":27,"value":67},", ",{"type":22,"tag":40,"props":69,"children":71},{"href":70},"\u002Flabs\u002Faov-calculator",[72],{"type":27,"value":73},"average order value",{"type":27,"value":67},{"type":22,"tag":40,"props":76,"children":78},{"href":77},"\u002Flabs\u002Fprofit-margin-calculator",[79],{"type":27,"value":80},"profit margin",{"type":27,"value":82}," and ",{"type":22,"tag":40,"props":84,"children":86},{"href":85},"\u002Flabs\u002Fltv-calculator",[87],{"type":27,"value":88},"customer lifetime value",{"type":27,"value":90},". Nothing exotic, but these are the four numbers every other decision leans on, and most store owners can quote only two of them.",{"type":22,"tag":23,"props":92,"children":93},{},[94,96,102,104,110],{"type":27,"value":95},"The acquisition pair: ",{"type":22,"tag":40,"props":97,"children":99},{"href":98},"\u002Flabs\u002Fcac-calculator",[100],{"type":27,"value":101},"customer acquisition cost",{"type":27,"value":103}," and the ",{"type":22,"tag":40,"props":105,"children":107},{"href":106},"\u002Flabs\u002Fltv-cac-calculator",[108],{"type":27,"value":109},"LTV to CAC ratio",{"type":27,"value":111},". The ratio is the one investors ask about and merchants rarely track. Below 3:1, growth is usually costing more than it returns once the operational load is counted.",{"type":22,"tag":23,"props":113,"children":114},{},[115,117,123,124,130,131,137],{"type":27,"value":116},"The advertising three: ",{"type":22,"tag":40,"props":118,"children":120},{"href":119},"\u002Flabs\u002Froas-calculator",[121],{"type":27,"value":122},"ROAS",{"type":27,"value":67},{"type":22,"tag":40,"props":125,"children":127},{"href":126},"\u002Flabs\u002Fbreak-even-roas-calculator",[128],{"type":27,"value":129},"break-even ROAS",{"type":27,"value":103},{"type":22,"tag":40,"props":132,"children":134},{"href":133},"\u002Flabs\u002Fad-budget-calculator",[135],{"type":27,"value":136},"ad budget calculator",{"type":27,"value":138},". Break-even ROAS is the one we lean on hardest in client work. An agency reporting a 4x ROAS sounds heroic until you work out that your margins need a 3.8x just to stand still.",{"type":22,"tag":23,"props":140,"children":141},{},[142,144,150,152,158],{"type":27,"value":143},"And two that answer questions we get weekly: the ",{"type":22,"tag":40,"props":145,"children":147},{"href":146},"\u002Flabs\u002Ffree-shipping-calculator",[148],{"type":27,"value":149},"free shipping threshold calculator",{"type":27,"value":151},", for setting the threshold that lifts order value instead of donating margin, and the ",{"type":22,"tag":40,"props":153,"children":155},{"href":154},"\u002Flabs\u002Fdiscount-impact-calculator",[156],{"type":27,"value":157},"discount impact calculator",{"type":27,"value":159},", which shows how many extra orders a discount has to generate before it pays for itself. That last one changes minds in meetings. A 20% discount on a 40% margin product needs to double your volume before it breaks even, and almost nobody believes it until they see their own numbers do it.",{"type":22,"tag":49,"props":161,"children":163},{"id":162},"why-free-and-why-no-email-gate",[164],{"type":27,"value":165},"Why free, and why no email gate",{"type":22,"tag":23,"props":167,"children":168},{},[169],{"type":27,"value":170},"Partly because gated calculators are irritating and we'd rather be useful than harvest addresses. Partly self-interest: these are the conversations we want to be having with merchants anyway. If a store owner arrives at a call already knowing their break-even ROAS, we skip the arithmetic and get straight to the decisions, which is a better use of everyone's hour.",{"type":22,"tag":23,"props":172,"children":173},{},[174,176,181],{"type":27,"value":175},"Each calculator carries benchmark ranges where they exist and shows its working, because a number you can't interrogate is a number you shouldn't trust. If one of them gives you a figure that surprises you, that surprise is usually the most valuable thing on the page. ",{"type":22,"tag":40,"props":177,"children":178},{"href":42},[179],{"type":27,"value":180},"Start with the one that annoys you most",{"type":27,"value":182},".",{"title":7,"searchDepth":184,"depth":184,"links":185},2,[186,187],{"id":51,"depth":184,"text":54},{"id":162,"depth":184,"text":165},"markdown","content:insights:the-ecommerce-maths-toolkit.md","content","insights\u002Fthe-ecommerce-maths-toolkit.md","insights\u002Fthe-ecommerce-maths-toolkit","md",1786113086759]