Gross sales minus refunds and reversals.
Align the denominator
Use one date range, currency, completed-order status and tax/refund treatment. A direct Grab/Gojek comparison is invalid when those definitions differ.
FREE TOOL / DELIVERY MARKETING
Delivery advertising unit economics calculator
Normalize one reporting period before comparing Grab Ads, Gojek Ads, GrabFood, GoFood or another merchant channel. Enter only your own aligned figures; no industry benchmark or guaranteed result is inserted.
ALEX-DIGITAL
Use this calculator to distinguish platform-reported media ROAS from the contribution left after refunds, platform fees, variable product costs, merchant-funded discounts, advertising and management fees. It is a diagnostic model, not proof that advertising caused the orders and not a profit forecast.
Diagnostic results
Every output is derived only from the figures above. A dash means the required denominator is missing or zero.
Net sales divided by completed orders.
Platform-attributed ad sales divided by ad spend; not profit or incrementality.
Ad spend, merchant discounts and management fee divided by all completed orders.
Net sales less platform fees, variable costs, merchant discounts, ad spend and management fee.
Contribution divided by net sales.
Ad spend plus management fee divided by current pre-marketing contribution per order; not a forecast.
METHOD / FORMULAS
Formula and interpretation
These equations make the commercial denominator inspectable before a channel or agency is judged.
Keep attribution separate
Reported media ROAS uses only the sales the platform attributes to ads. The contribution calculation uses the commercial period totals and does not assert causality.
Read contribution after controllable costs
The model subtracts only the cost fields you enter. Rent, payroll, tax and other omitted costs remain outside the result, so contribution must not be renamed net profit.
Treat break-even as a sensitivity
The break-even order count assumes the current pre-marketing contribution per order remains stable. Price, mix, fee and promotion changes can invalidate that assumption.
Your figures stay in this browser
The calculator has no submit endpoint, analytics payload or storage call. Reloading or clearing the form removes the values.
What this result cannot prove
Reported attribution is not incrementality. Existing customers may click a sponsored listing, operational changes may affect orders, and current-period unit economics may not persist.
FAQ / INTERPRETATION
FAQ
Calculate delivery ad ROAS, net average order value, blended marketing cost, contribution and diagnostic break-even orders for GrabFood, GoFood or another merchant channel.
Is platform-reported ROAS the same as profit?
No. Reported ROAS divides attributed sales by ad spend and normally excludes food, packaging, platform fees, discounts, agency fees, refunds and fixed operating costs.
Can I compare Grab Ads and Gojek Ads with this calculator?
Yes, by calculating each platform separately with the same period, currency, order status and cost definitions. Do not treat unlike attribution windows or revenue fields as equivalent.
Does the calculator prove incremental orders?
No. Incrementality requires a credible experiment or counterfactual. This tool normalizes reported economics and exposes assumptions; it does not prove what would have happened without advertising.
Are my restaurant figures uploaded or stored?
No. The calculation runs locally in the browser and the form has no submit endpoint. Avoid pasting personally identifiable customer or order-level data because totals are sufficient.
Which costs should be included?
Include period-aligned costs that the business can verify: refunds, merchant platform/payment fees, variable product and packaging cost, merchant-funded discounts, ad spend and the relevant management fee.
Can ALEX-DIGITAL guarantee the calculated break-even result?
No. It is a diagnostic sensitivity based on the figures and current unit contribution you enter. Demand, competition, platform rules, product mix and operations can change.
DISCOVER / RELATED
Continue the analysis
Reported attribution is not incrementality. Existing customers may click a sponsored listing, operational changes may affect orders, and current-period unit economics may not persist.
ALEX-DIGITAL
Use this calculator to distinguish platform-reported media ROAS from the contribution left after refunds, platform fees, variable product costs, merchant-funded discounts, advertising and management fees. It is a diagnostic model, not proof that advertising caused the orders and not a profit forecast.