The terms every marketplace seller eventually has to learn.

Advertising return after platform fees, COGS, vouchers, and fulfillment — the profit-aware number platform dashboards rarely show.

The platform ROAS at which a campaign returns exactly what it costs. One divided by your contribution rate — the single number every ad target should be built on.

Advertising Cost of Sales — ad spend as a percentage of attributed revenue. The mirror of ROAS, and just as blind to cost.

The revenue-per-ad-baht goal you hand an automated campaign. A gross-revenue instruction the platform will obey precisely, profitable or not.

The return on the next baht of ad spend, not the average across all of it. The number that decides whether to scale a campaign.

Shopee’s automated campaign type — the platform takes targeting, bidding, and placement, and you keep only the budget and the ROAS target.

Cost per click and cost per thousand impressions — the two prices you pay in an ad auction, and the two ways a campaign gets expensive.

The period after a click or view in which a resulting order still counts as the ad’s. Change the window and the same campaign changes ROAS.

The sales an ad actually caused, as opposed to the sales it was credited with. Usually a much smaller number.

Ad spend that did not pay back after fees, COGS, and fulfillment — the unprofitable share of a marketplace ad budget.

Cost of Goods Sold — the landed unit cost of getting a product into your hands. The number every margin calculation hinges on.

Revenue minus every variable cost of selling one more unit — the profit each sale actually contributes after fees, ads, and fulfillment.

The platform’s cut on every order — commission, transaction, and seller-funded promotions. The largest hidden line item for most sellers.

The share of gross merchandise value a marketplace keeps. The seller-side view of the platform’s business model.

A product whose contribution per unit is too thin to fund the attention it consumes — often a former bestseller nobody re-checked.

How much demand moves when price moves. The number that decides whether a discount buys volume or just gives away margin.

Inventory hitting zero on a SKU customers want to buy. Lost revenue, wasted ad spend, and a ranking penalty that outlasts the restock.

The buffer held against demand and lead-time variance. Priced by what a stockout costs you, not by a rule of thumb.

The stock level that triggers a replenishment order — expected demand over the lead time, plus the safety buffer.

Estimating with a range instead of a single number, so a decision can account for how little it actually knows.

How often a campaign has a losing day. A frequency, not an amount — and on sparse campaigns it measures the wrong thing.

How often a proposed change beats doing nothing. A comparison against the status quo, not a score for the campaign.

Conditional Value at Risk — the average outcome in the worst cases. Not how often it goes wrong, but how bad it gets when it does.

A way to keep learning about uncertain campaigns while still funding the proven ones — exploration without a fixed test budget.

Profit on ad spend — contribution earned divided by ad spend, where ROAS uses revenue. A POAS of 1.0 is break-even; a ROAS of 1.0 is a large loss.