← Klirry

How we calculate your real profit

This page explains, in plain terms, exactly how Klirry turns your orders and ad spend into one honest profit number — the same math behind every figure you see in the app.

The profit formula

For every order, we start from what the customer paid and subtract every real cost, in this exact order:

  1. 1. What the customer paid

    The order total, before we take anything out.

  2. 2. VAT

    The tax you owe on the sale, for the country the order shipped to. VAT (value-added tax) is the sales tax used across the EU — we work it out per country automatically.

  3. 3. Payment fees

    What your card processor, Klarna, or PayPal charged you to take the payment.

  4. 4. Shipping cost

    What you actually paid to ship the order, by country and carrier — not what you charged the customer.

  5. 5. Product cost

    What the item cost you to buy or make — sometimes called COGS (cost of goods sold): the price of the product itself, before any of your other business costs.

  6. 6. Packaging

    Boxes, mailers, tape, inserts — the physical cost of getting the order ready to ship.

  7. 7. Everything else

    A small catch-all rate for the odds and ends every order carries that don't fit the categories above.

What's left after all of that is your real profit on that order. Refunds are subtracted the same way, so a partly-refunded order shows its true, lower profit — never the original amount.

How we match ad spend to real orders

We connect an ad to the order it produced using utm_content (the tag your ad platform adds to the link), falling back to fbclid (Meta's own click ID) when utm_content is missing. When we can't match enough orders directly, we estimate using a calibration factor: your platform-reported return on ad spend (ROAS — revenue divided by ad spend), corrected against the small sample of orders we could match directly. Every number carries a badge showing which of these applied — see below.

What Keep, Watch, Kill, Learning, and Too early mean

Every ad gets exactly one label, decided by the same rule for everyone — never a guess, never per-customer tuning:

Learning
The ad is less than 14 days old, or its budget changed less than 14 days ago. Ad platforms need time to find their footing after either — too early to judge.
Too early
Past the learning phase, but we still don't have enough orders to trust the number: fewer than 30 matched orders AND spend under 4× your average order value. We'll say how many more days until we do.
Kill
Enough data, and the ad's return is below your break-even point — every day it keeps running is costing you money.
Watch
Enough data, and the ad is right around break-even (within +0.15 ROAS of it) — not losing money, not clearly worth scaling either. Worth a look, not urgent.
Keep
Enough data, and the ad is comfortably above break-even. This is where you'd consider spending more.

All of this looks at your last 14 days — a short enough window to catch a problem quickly, long enough to not overreact to one bad day.

What the data-quality badges mean

Every number in the app carries one of these three badges, so you always know how sure we are:

Verified
Ad spend matched to at least one store order via utm_content or fbclid.
Calibrated
Spend is real; order count estimated via calibration factor (matched ÷ platform-reported ROAS ratio).
Low data
Fewer than 30 matched orders or spend below 4× AOV — sample too small for a reliable estimate.

These are the exact same badges and definitions you see next to every number in the app — this page never says anything different from what the product tells you.