POAS explained: which figure is which

POAS (profit on ad spend) is profit divided by ad spend. A figure above 1 means the ads produced more gross profit than they cost. Gross profit is net sales excluding VAT minus cost of goods — shipping, fees and operating costs are not deducted.

The name POAS is used for three different calculations in Promoosh. They don't measure the same thing, so don't compare them with each other.

Profit on ads (POAS) on the Dashboard and Profitability

This is the headline figure for all your ads together.

• When both Google and Meta have a POAS figure for the period, the headline is (Google profit value + gross profit from orders Promoosh attributed to Meta) divided by (Google spend + Meta spend).
• Otherwise Google is shown on its own: Google profit value divided by Google spend.

The Google profit value comes from Promoosh's own conversion action in Google Ads. The Meta figure is based on orders Promoosh's own tracking attributed to Meta — never Meta's own purchase count. Until at least one order is attributed to Meta in the period, the Meta line shows “— (no attributed orders yet)”.

Below the headline, Google and Meta are shown separately with their attribution window: 30-day click for Google and 7-day click + 1-day view for Meta. When a channel has fewer than 15 conversions in the last 30 days, it is marked “low data”. Why Google and Meta can't be compared directly.

“POAS (real)” per campaign in Ads Performance

In the campaign table, POAS is the campaign's profit value in Google Ads divided by the campaign's spend. Meta campaigns have no such profit value and show “—”.

POAS per product

In Smart labels (Product Advisor) and the price position under Competitors, POAS is the product's gross profit divided by the ad spend for that exact product: Google Shopping and, where available, real spend from Meta catalog ads. Regular Meta ads have no per-product spend and are not included. A product with POAS below 1 becomes an Enemy — see Smart labels.

Not POAS: “Profit per ad krone (estimate)”

The channel bars on the Dashboard and Profitability, and “Profit per ad krone (est.)” in Reports, are an estimate: the store's overall gross margin applied to the channel's spend. It is therefore the same figure for every channel, and is marked as an estimate. Use it as a rough indication, not as the channel's actual POAS.