Your breakeven ROAS is wrong if you ignore refunds and chargebacks.
2.0 ROAS feels safe → then 12% refund + 2% chargeback eats it and you're underwater you never saw.
Real breakeven = gross breakeven ÷ (1 − refund rate − chargeback rate).
8% refunds turn a 'profitable' 2.1 into a loss.
Pull last 30 days of refund data, recalc your floor today. You might be scaling a leak.
Buyer's Trenches
@BuyersTrenches
Your breakeven ROAS is wrong if you ignore refunds and chargebacks.
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