Business context: online store or leads, margin, targets and VAT
With the business context Advisionr knows what a good outcome is for each Google Ads account. Without it, the platform steers more cautiously.
- Which data Advisionr needs per account
- Why margin and VAT determine the break-even ROAS
- What happens when data is missing
Why this matters
Advisionr decides based on profit and targets, not only on clicks or conversions. To do that, the platform needs to know what kind of business is behind each Google Ads account.
An online store steers on revenue and margin. A lead account steers on cost per enquiry and the value of a lead. With that choice per account, Advisionr applies the right rules.
Online store or leads per account
You choose the type for each connected Google Ads account. An organisation with several shops or brands can therefore have different targets per account.
- Online store: margin, target ROAS and VAT choice
- Leads: target CPA and lead value
Margin, VAT and break-even
From your margin, Advisionr calculates the break-even ROAS: the ROAS at which you neither earn nor lose money after ad costs. Whether your conversion value in Google Ads includes or excludes VAT makes a difference. Choose this deliberately; Advisionr does not use a silent default.
Not sure about VAT? Compare one order in Google Analytics or Google Ads with the invoice: if the conversion value matches the amount without VAT and shipping, it excludes VAT.
What if something is missing?
Missing data is never guessed. Actions that depend on it, such as budget or target changes based on profit, wait or become more cautious. A fixed bar shows what is still missing.
Step by step
Follow this order to avoid drawing conclusions from incomplete data or mixing several changes at the same time.
- Go to Settings and open Business context.
- Choose per Google Ads account whether it is an online store or a lead account.
- For a store, enter margin, target ROAS and the VAT choice; for leads, target CPA and lead value.
- Confirm the brand terms and save.
How to get the best result
Advisionr performs best when data, goals and responsibilities are clear. Use this working method to improve the quality of analyses and decisions.
- Use your real gross margin after purchase costs, not your revenue margin.
- Set the target ROAS slightly above the break-even ROAS so profit remains.
- Check the VAT choice with one real order.
Common mistakes
- Entering one margin for shops with very different products.
- Guessing the VAT choice; it shifts the break-even by about 20%.
Frequently asked questions
Can I change the data later?
Yes. Changes apply to new decisions from the moment you save.
Why does Advisionr ask for confirmation when clearing a field?
Without margin or target, the platform can steer less safely. The confirmation prevents doing that by accident.