GMV Max Break-Even ROI Calculator by SKU

Calculate GMV Max break-even ROI from the contribution a SKU leaves before ads. Start with revenue after refunds and subtract product cost, fulfillment, platform fees, and commission. The amount left is the ad cost the order group can absorb before its contribution falls to zero. Divide revenue from that same group by the allowable ad cost to get the break-even multiple for that revenue definition.

Which exports should you start with?

The US TikTok Shop Settlement Report lists revenue, fees, and adjustments for orders that meet the settlement rules. Match refunds to the original orders and add product and fulfillment costs from your own records. Keep unsettled orders separate when reconciling ad dates with payout dates. Count each shipping charge or commission once, even if it appears in two exports. TikTok Shop US Settlement Report guide

Let G be the selected orders' merchandise revenue before refunds, R be refunds, and V be variable costs before advertising. After-refund revenue is G − R. Contribution before ads is G − R − V. If that contribution is zero or negative, no finite break-even multiple makes additional ad spend affordable for those orders.

Why can two $30 SKUs have different break-even targets?

All figures below are illustrative, in dollars per order. Costs are positive amounts after any related fee credits.

Input	SKU A	SKU B
Before-refund revenue G	30	30
Refunds R	3	6
Product cost	8	10
Fulfillment	4	4
Platform fees	2	2
Affiliate commission	3	4
After-refund revenue	27	24
Contribution before ads	10	4
Break-even multiple on after-refund revenue	2.70	6.00
Break-even multiple on before-refund revenue	3.00	7.50

With 60 A orders and 40 B orders, total the dollars before dividing. The group has $2,580 in after-refund revenue and $760 in contribution before ads. The resulting break-even multiple is $2,580 ÷ $760 ≈ 3.39. If ads cost $700, contribution after ads is $60. A shift in the SKU mix changes that threshold.

What formulas go in the spreadsheet?

In columns A through G, put before-refund revenue, refunds, product cost, fulfillment, platform fees, commission, and ad cost in that order. Use these formulas for row 2. For multiple rows, sum the dollar inputs before computing a ratio.

Output column	Row 2 formula
H After-refund revenue	=A2-B2
I Contribution before ads	=H2-SUM(C2:F2)
J Break-even multiple on after-refund revenue	=IF(I2>0,H2/I2,"")
K Break-even multiple on before-refund revenue	=IF(I2>0,A2/I2,"")
L Contribution after ads	=I2-G2

Can you paste this number into the GMV Max ROI target?

Match the revenue definition first. Product GMV Max gross reporting counts attributed paid and organic orders. Its Gross Revenue field can differ from the before-refund merchandise revenue in your worksheet. Net Sales has its own refund and billing definitions. When the order populations or revenue bases differ, use the worksheet as a margin check. After a target change, compare the additional ad cost and after-ad contribution on a consistent set of products and record stock or price changes. Product GMV Max reporting · Net Sales vs Gross Revenue