Know the ROAS you actually have to clear.
Most analytics judge paid performance against a generic benchmark, because they cannot see your costs. Skail reads your books next to your ad accounts, so the yardstick is your own margin.
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Your breakeven, from your own books
Breakeven ROAS is one divided by your gross margin. That is simple arithmetic and it is almost always applied to the wrong margin. Skail computes every basis your data actually supports: what you have told it your costs are, Shopify's own cost-per-item, your books re-scoped to store revenue, and your books as booked. It never blends them.
The disagreement is the signal
When two bases disagree, averaging them would launder a real problem into a plausible number nobody can be blamed for. Skail publishes the range instead, names what each basis measured, and takes the conservative one as the yardstick. A disagreement only changes a decision when a real return falls inside the band, and that is exactly when you are told.
Profit on ad spend, not just return
Return on ad spend tells you how much revenue a dollar bought. Profit on ad spend tells you whether the dollar was worth spending. Skail computes POAS on the same basis as the breakeven it published, so the two numbers reconcile instead of quietly contradicting each other on the same screen.
Where margin leaks without showing up
Income with no matching cost of goods inflates a margin and deflates a breakeven: shipping income, a wholesale or marketplace channel, a net-versus-gross difference in how a platform reports. Skail compares what your books recorded against what your store actually sold, and tells you when the two are measuring different pots.
A store's books showed a 63.6% gross margin, which implies a breakeven of 1.57x. Its best-selling product category runs a 60% margin, and a second category runs 35%. A blended margin cannot exceed the best category sold, so the yardstick every paid decision was being graded against was wrong.
The formula was never wrong. The scope was. The books were measuring a bigger business than the ad spend was buying, and no amount of care with the arithmetic would have surfaced that. Only comparing bases does.
A real finding on a store running Skail. Stores are never named and no figure that identifies one is published.
Skail connects read-only. It can look and never touch: no orders placed, no prices changed, no budgets adjusted, no emails sent. Every permission it asks for is listed in full.
See it on a walkthrough.
30 minutes with Dan, the founder. You do not need to connect anything or share any data to see what Skail does.