Send ad platforms profit, not revenue.

The platforms optimize whatever value you send them. Send them what each order is actually worth to you.

Start with a growth engine review How it works

Value sent per order · canvas field jacketSynced

Meta~~$168 revenue~~$74 profit9:40
Google~~$168 revenue~~$74 profit9:40
TikTok~~$168 revenue~~$74 profit9:41

Server-side events · reconciled every Monday

What each platform is told an order is worth, updated as costs change.

Sound familiar?

ROAS looks great on products that barely make money.
A $168 order with $1 left counts the same as one with $34.
Finance and marketing report different numbers for the same week.

Every bid is aimed at revenue, so budget drifts toward your least profitable sales.

What changes.

TodayWith the engine

What the platforms see: Revenue per orderProfit per order, after product, shipping and returns
Bidding: Target ROAS on revenueValue-based bidding on profit
Returns: Counted as salesExpected returns taken off before sending
Reporting: Two sets of numbersOne number marketing and finance share

How it works. 5 steps, 4 stages.

AI1
Rules and automation3
Your team1
Approval

1Price it
1. Rules and automation
  Work out profit per order
  Product cost, shipping, fees and expected returns, from Shopify and your ERP.
  - Shopify
  - NetSuite
2. Your teamApproval
  Agree the definition
  Finance and growth sign off what counts as profit.
2Send it
1. Rules and automation
  Send it with every conversion
  Server-side events carry the profit value to each platform.
  - Meta
  - Google Ads
  - TikTok
3Bid on it
1. AI
  Watch for drift
  Flags products whose costs, returns or prices moved the value being sent.
4Check it
1. Rules and automation
  Reconcile weekly
  Values sent are checked against actual orders, refunds and costs.

Actual costs update next week’s values

What you get. Real work, every week.

Profit per order, by product

Product	Price	Profit sent	Change
Canvas field jacket	$168	$74	—
Merino crew	$98	$52	—
Trail pant	$110	$47	Returns up
Waxed field jacket	$168	$41	Cost up

The value table finance signed off. Same prices, very different worth.

Where each $168 order goes, before ads

Canvas field jacket37%11%8%44%

Waxed field jacket46%11%19%24%

Product
Shipping and payment
Returns
Left to spend on ads

Fernway’s numbers, from the value table

Two jackets, one price, the same ROAS. What each order leaves is what the platforms now bid on.

How you’ll know it’s working.

Profit after ads
Reported ROAS drops when values get honest; this is what should rise.
Spend on low-profit products
Shows the platforms steering toward sales that pay.
Gap between marketing and finance numbers
One definition means one answer in the weekly meeting.

Baselines agreed before we build.

Works with what you have.

Commerce

Shopify
NetSuite

Ads

Meta
Google Ads
TikTok

Measurement

Triple Whale

We configure first: Google’s cost-of-goods reporting and Meta’s value rules cover part of this. We start there.
We build when: Profit needs shipping, payment and return costs that no single platform holds.

What a first build includes.

Built in your accounts, around your team. Scope, fee and baseline agreed before we start.

1Design
2Build
3Run it, or hand it over

Start with a review Scope this build

We build

A profit-per-order model agreed with finance
Server-side events sending profit to each platform
Drift alerts when costs or returns change
A weekly reconciliation

We start from

Order and refund data
Product costs and shipping rates
Ad account and tracking access

From your team

Owner: Head of growth, with finance
Involves: Growth
Finance
Engineering

Questions teams ask.

Won’t our reported ROAS go down?

Yes, because the number gets honest. What should go up is profit after ads, which is the number that pays the bills.

Does this share more customer data?

No. The profit value travels with the conversion events you already send. Nothing new about the customer is shared.

Who owns it once it’s running?

You do. It’s built in your accounts, documented, with training for the people who run it. Ownership usually sits with your head of growth, with finance. We can keep running it with you, or step back.

How do we start?

Usually with a growth engine review: two to four weeks, a fixed fee credited to the build, and a plan that’s yours. If the job is already clear, we can scope the build directly.