Zappush feeds per-product cost data into every conversion, so you see Profit on Ad Spend, not just revenue. A 4x-ROAS campaign that actually loses money surfaces its POAS next to it. Zappush writes gross profit into the same server-side CAPI conversion the platforms already trust, so bidding can optimize toward profit dollars.
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Hannah Weiss
Order #4821
ROAS only counts revenue over ad spend. It knows nothing about what it costs to fulfill the order. A campaign at 4x ROAS on a product with a 20% gross margin is a loss in real cash terms: after COGS, shipping, payment fees, and returns, there is nothing left to cover the ad spend. The break-even ROAS is a moving target set by your margin (1 divided by gross margin). A 20% margin product needs roughly 5x just to break even, while a 60% margin product breaks even near 1.67x. A single blended ROAS goal is wrong for almost every SKU you sell. Discounts and returns make it worse: a discount code silently cuts margin the platform never sees, and a 30% return rate on apparel quietly deletes profit the pixel already reported as a win. So the ad account optimizes toward high-revenue, low-margin orders and calls it success, while the high-margin lines that actually fund the business get starved.
Zappush ingests per-product COGS, shipping and fulfillment cost, payment gateway fees, discount codes, and return rates from your store. Every order then carries the real cost to deliver it, mapped by product or variant ID, not just its sale price.
At the moment of purchase, Zappush derives gross profit as Sale Value minus COGS, shipping, fees, discounts, and expected returns for that exact order. It attaches the figure to the same deterministic, server-side conversion it already tracks (shared event_id, SHA-256-hashed PII for dedup).
Zappush passes the gross-profit value into the CAPI conversion fed to Meta and Google via value-optimization bidding, so they bid toward Profit on Ad Spend. Break-even is a fixed 1.0 regardless of margin. Zappush keeps the raw revenue value for reconciliation and reports it next to POAS.
Zappush values every order at Sale minus COGS, shipping, fees, discounts, and returns using product-level cost data. Profit reflects the actual items sold, not a blended store-wide guess.
A single break-even of 1.0 across every product replaces a per-margin ROAS target, so a marketer reads one number that means the same thing on a 20% and a 60% margin SKU.
Zappush passes gross profit as the conversion value over CAPI. Meta and Google value-optimization bid toward profit dollars instead of revenue, steering spend to margin, not just top line.
Zappush nets discount codes and expected return rates out of the profit figure. A code that halves margin or a category with heavy returns stops reporting as a clean win.
Every campaign shows revenue-ROAS next to POAS, exposing the 4x-ROAS-but-losing-money campaigns that a revenue-only report hides.
DISCOUNT-HEAVY
A 25% off code cuts margin the ad platform never sees, so the order still reports as a clean win. Zappush loads per-product COGS, shipping, fees, and discount codes, then derives gross profit on the exact items sold. The value that leaves your server is profit, and break-even reads 1.0 on every SKU.
APPAREL / RETURNS
Return rates on apparel and footwear delete profit the pixel already reported as revenue. Expected returns for the category are netted out of each order's gross profit before the conversion is sent, and refunds trigger a restated value. Campaigns that win high-return orders lose the number that made them look successful.
THIN MARGIN
Break-even ROAS is set by margin: a 20% margin product needs roughly 5x, while a 60% margin product breaks even near 1.67x. Every campaign shows revenue-ROAS next to POAS, computed from real per-SKU costs. One threshold means the same thing across the catalogue, so losing winners stop hiding in a revenue report.
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