Work out the most you can profitably pay to acquire a customer — your break-even ROAS, max CPA and max CPC — so you can set target bids and cost caps that actually make money.
Gross profit per order: ₹1,200 — that's the ceiling on what you can spend to acquire an order before losing money.
Break-even (spend all the margin)
ROAS
1.67×
Max CPA
₹1,200
Max CPC
₹36
To keep 20% profit
Target ROAS
2.50×
Max CPA
₹800
Max CPC
₹24
Set your platform's target CPA/ROAS to the “keep profit” numbers, not break-even. Max CPC assumes your entered conversion rate — measure it, don't guess.