Advertising contribution example
The example compares attributed revenue with contribution profit after advertising.
180,000 - 72,000 - 31,000 - 18,000 - 24,000 = 35,000 RUB- Attributed revenue
- 180,000 RUB
- Cost, marketplace deductions and tax
- 121,000 RUB
- Advertising spend
- 24,000 RUB
Contribution profit after advertising: 35,000 RUB.
Illustrative calculation. Attribution windows and marketplace reports must use the same period.
Metrics to review together
No single metric explains the result.
- spend, impressions, clicks and orders
- advertising revenue
- cost ratio and cost per order
- product margin before ads
- profit after ad spend
- organic sales share
Decision sequence
Exclude attribution errors and very short periods, then compare campaign spend with the margin available for acquisition.
When order growth is dangerous
If acquisition cost exceeds available margin, every additional order grows revenue while reducing profit.
SellerStrat workflow
The marketing module connects revenue, orders, organic sales, advertising, top expenses and problem SKUs.
Frequently asked questions
Is advertising cost ratio enough?
No. The same ratio may be acceptable for a high-margin product and unprofitable for a low-margin SKU.
How this material was reviewed
- SellerStrat cabinet: marketing profitabilitySellerStrat Product
- SellerStrat editorial and verification policySellerStrat Editorial Team
Recalculated the example and checked attributed sales, organic sales, spend and product-profit fields.
Product version: SellerStrat 2.0