What do CM I, CM II, CM III, break-even CAC and break-even ROAS mean?

CM I is net revenue after cost of goods (landed COGS). CM II subtracts all costs each order causes: payment, marketplace, fulfillment, shipping and returns. CM III also subtracts commissions and CAC. Break-even CAC is the contribution margin before acquisition: the most a new customer may cost. Break-even ROAS is the revenue per advertising euro at which the first order contributes exactly 0. Tap any number to see its formula and inputs.