Profit on Ad Spend

Optimize your advertising platforms based on your profit margin instead of your revenue.

Most webshops let their ad platforms bid on revenue. But an order of € 200 with a € 20 margin is worth less to you than an order of € 80 with a € 40 margin, and your ad platform cannot tell the difference unless you tell it.

Profit on Ad Spend sends the profit on every order along with the purchase, so you can optimize on what you actually keep.

What you need

One thing: a purchase price per product. There are three ways to give us that, and they can be used together.

	Shopify cost per item	Magento catalogue	XML purchase-price feed
Works on	Shopify only	Magento only	Any platform
Comes from	the Cost per item field on each variant	the cost attribute on each product	a feed you generate yourself
Setup	connect Shopify, fill in cost per item	connect Magento, fill in cost	generate a feed, fill in three fields

None is better in general. A shop platform you have already connected is the least work; a feed works everywhere. Use several and they add up.

Everything you set up in AdPage for this lives on one screen: Settings → Profit on Adspend in your container.

How the profit reaches your tags

	The AdPage variable	The existing setup
Cost source	Shopify, Magento, feed, or a combination	feed only
Parameters	cost_of_goods, shipping_cost, payment_cost, other_cost, gross_profit, profit_value	purchase_price, profit_margin
VAT	calculated excluding VAT for you	you build the subtraction yourself
Shipping and payment cost	included	not included

The existing setup keeps working and you do not have to change anything. Setting up a new container, or running on Shopify or Magento? Use the variable.

Set it up

1. Choose your cost source — Shopify, catalogue, feed, or a combination

2. The variables — what each parameter means and which setup fills it

3. Cost Items — shipping, payment and other costs per order

4. Set up the server container — the variable, and checking it in preview

5. GA4 and Google Ads — register the metrics and bid on profit

6. Troubleshooting — when the number looks wrong

Using the dashboard in Dutch? The Dutch glossary lists every label these pages quote, with its Dutch name.

Step 2 is worth reading even if you are in a hurry. Profit on Ad Spend can produce a perfectly plausible number that rests on an estimate rather than on your cost prices, and that page tells you how to spot the difference.