Library · Traffic · How to run this
POAS is not contribution cash
POAS revenue $ and contribution $ make gap %. Gap % = |POAS − contribution| ÷ POAS × 100. Type both.
Pair: POAS vs contribution on Traffic. MER: MER vs contribution. Platform: platform vs TW gap.
What you type
POAS revenue $ — Triple Whale POAS / profit-on-ad-spend revenue for the window.
Contribution $ — contribution dollars for that same window.
Gap % = absolute difference ÷ POAS × 100. Bid off contribution when the gap is fat — do not invent a gap chip.
What not to do
Do not invent gap %. Do not mix MER into POAS without a rule. Do not treat ad-platform ROAS as contribution. Do not average every channel when one owns the hole.
Related: Traffic, MER vs contribution, platform vs TW gap, min ROAS.
Procedure
- Type POAS revenue $ and contribution $.
- Read gap %.
- Bid off contribution when the gap is material.
Failure modes
- Inventing gap %.
- Mixing MER into POAS without a rule.
- Treating ad-platform ROAS as contribution.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- POAS vs contribution gap %
- Absolute difference between POAS revenue $ and contribution $ ÷ POAS × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this MER vs contribution?
- Sibling TW book. [MER vs contribution](/manuals/triple-whale-mer-vs-contribution) is MER after COGS/fees. This page is POAS revenue $ vs contribution $ gap %.
- Is this platform vs TW gap?
- Related dollar gap. [Platform vs TW gap](/manuals/triple-whale-ad-platform-gap) is ad-platform $ vs Triple Whale $. This page is POAS vs contribution inside TW.
- What gap % should I invent?
- None. Type POAS revenue $ and contribution $ from the same window.