Desert Fox Golf — Ad Profitability (MER) Dashboard
Trailing 30 complete days: 2026-06-06 → 2026-07-05 · Generated 2026-07-06 16:15 UTC · LIVE data (Meta · Amazon SP-API · Amazon Ads · Shopify · ShipStation)
⏳ 14-day settling window: the most recent 14 days are shaded on every chart and highlighted in every table. Amazon ad-attributed revenue (SP sales7d + SD/SB sales) settles ~24–48h and continues to firm up for ~14 days, so recent MER/ROAS will rise as attribution lands.
Business Profitability
Business Revenue (30d)
$280,717
Amazon $158,452 · DTC $52,518 · WS $69,746
Contribution before Ad
$169,806
Blended margin 60.5%
Total Ad Spend (30d)
$63,445
Meta $41,271 · Amazon $22,173
Operating Profit after EXP
$61,362
Contribution − Ad − Fixed EXP $45,000
Per-Channel Contribution (before ad)
Channel Revenue Contribution before Ad Margin %
Amazon $158,452 $86,695 54.7% DTC (Shopify) $52,518 $34,218 65.2% Wholesale $69,746 $48,893 70.1% Business Total $280,717 $169,806 60.5%
Measured cost stack — Amazon: COGS (blended $3.18/unit × 6,604u) + FBA $4.09/u + 15% referral. DTC: COGS + 2.9%+$0.30/order processing + ShipStation $9,300. Wholesale: COGS only.
1 · Total Business MER incl. Wholesale
Covers overhead MER 7d 3.61× · 30d 4.42×
Zone (measured thresholds) Loss Contribution + Covers EXP Target 28% MER 4.42× B/E 1.65× (1/CM) · Full B/E 2.25× (covers EXP 16.0%) · Target 6.08× (+28% op margin)
Daily Total-Business MER (dashed: B/E · Full B/E · Target)
last 14d (settling) 8.7 6.6 4.4 2.2 0.0 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 B/E 1.65× Full 2.25× Target 6.08× Revenue by channel (stacked) + Total Ad Spend (line)
last 14d 22k 16k 11k 5k 0k 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 Day Amazon DTC Wholesale Total Rev Ad Spend MER 2026-06-06 $4,681 $2,079 $0 $6,760 $2,161 3.13× 2026-06-07 $4,561 $3,075 $40 $7,676 $2,301 3.34× 2026-06-08 $4,401 $2,530 $1,974 $8,905 $2,120 4.20× 2026-06-09 $5,217 $2,473 $2,020 $9,710 $2,077 4.67× 2026-06-10 $4,514 $1,861 $1,578 $7,953 $2,113 3.76× 2026-06-11 $5,591 $2,843 $2,020 $10,455 $2,045 5.11× 2026-06-12 $4,902 $2,752 $1,783 $9,437 $2,165 4.36× 2026-06-13 $6,284 $2,637 $0 $8,921 $2,442 3.65× 2026-06-14 $8,283 $2,972 $0 $11,255 $2,809 4.01× 2026-06-15 $8,947 $2,358 $0 $11,305 $2,606 4.34× 2026-06-16 $9,612 $2,522 $7,816 $19,950 $2,639 7.56× 2026-06-17 $9,135 $1,585 $8,650 $19,369 $2,480 7.81× 2026-06-18 $8,445 $1,455 $4,545 $14,445 $2,237 6.46× 2026-06-19 $6,417 $1,223 $1,776 $9,416 $2,240 4.20× 2026-06-20 $5,272 $1,541 $0 $6,813 $1,976 3.45× 2026-06-21 $4,507 $1,686 $0 $6,193 $2,108 2.94× 2026-06-22 $2,980 $1,180 $1,457 $5,618 $1,806 3.11× 2026-06-23 $10,456 $1,213 $6,364 $18,032 $3,006 6.00× 2026-06-24 $6,150 $1,226 $2,156 $9,532 $2,393 3.98× 2026-06-25 $5,899 $1,347 $7,709 $14,955 $2,262 6.61× 2026-06-26 $6,273 $1,067 $2,500 $9,840 $2,302 4.28× 2026-06-27 $2,845 $1,362 $3,164 $7,371 $1,809 4.08× 2026-06-28 $4,203 $1,562 $20 $5,785 $1,984 2.92× 2026-06-29 $2,896 $989 $3,003 $6,889 $1,768 3.90× 2026-06-30 $2,779 $1,325 $1,485 $5,589 $1,536 3.64× 2026-07-01 $2,716 $1,721 $5,058 $9,496 $1,689 5.62× 2026-07-02 $2,854 $912 $4,630 $8,396 $1,617 5.19× 2026-07-03 $2,817 $897 $0 $3,714 $1,563 2.38× 2026-07-04 $1,912 $982 $0 $2,895 $1,466 1.97× 2026-07-05 $2,903 $1,140 $0 $4,044 $1,724 2.34×
2 · Ad-Only MER Amazon + DTC
Above B/E MER 7d 2.36× · 30d 3.33×
Zone (from CM_v2 57.3%) Below B/E B/E → Target Target 28% MER 3.33× B/E 1.74× · Target 3.41×
Daily Ad-Only MER
last 14d (settling) 5.1 3.9 2.6 1.3 0.0 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 B/E 1.74× Target 3.41× Amazon + DTC revenue (stacked) + Total Ad Spend (line)
last 14d 13k 10k 7k 3k 0k 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 Day Amazon DTC Ad-Only Rev Ad Spend MER 2026-06-06 $4,681 $2,079 $6,760 $2,161 3.13× 2026-06-07 $4,561 $3,075 $7,636 $2,301 3.32× 2026-06-08 $4,401 $2,530 $6,931 $2,120 3.27× 2026-06-09 $5,217 $2,473 $7,690 $2,077 3.70× 2026-06-10 $4,514 $1,861 $6,375 $2,113 3.02× 2026-06-11 $5,591 $2,843 $8,434 $2,045 4.12× 2026-06-12 $4,902 $2,752 $7,654 $2,165 3.54× 2026-06-13 $6,284 $2,637 $8,921 $2,442 3.65× 2026-06-14 $8,283 $2,972 $11,255 $2,809 4.01× 2026-06-15 $8,947 $2,358 $11,305 $2,606 4.34× 2026-06-16 $9,612 $2,522 $12,134 $2,639 4.60× 2026-06-17 $9,135 $1,585 $10,720 $2,480 4.32× 2026-06-18 $8,445 $1,455 $9,900 $2,237 4.43× 2026-06-19 $6,417 $1,223 $7,640 $2,240 3.41× 2026-06-20 $5,272 $1,541 $6,813 $1,976 3.45× 2026-06-21 $4,507 $1,686 $6,193 $2,108 2.94× 2026-06-22 $2,980 $1,180 $4,160 $1,806 2.30× 2026-06-23 $10,456 $1,213 $11,669 $3,006 3.88× 2026-06-24 $6,150 $1,226 $7,377 $2,393 3.08× 2026-06-25 $5,899 $1,347 $7,246 $2,262 3.20× 2026-06-26 $6,273 $1,067 $7,340 $2,302 3.19× 2026-06-27 $2,845 $1,362 $4,207 $1,809 2.33× 2026-06-28 $4,203 $1,562 $5,765 $1,984 2.91× 2026-06-29 $2,896 $989 $3,886 $1,768 2.20× 2026-06-30 $2,779 $1,325 $4,104 $1,536 2.67× 2026-07-01 $2,716 $1,721 $4,438 $1,689 2.63× 2026-07-02 $2,854 $912 $3,766 $1,617 2.33× 2026-07-03 $2,817 $897 $3,714 $1,563 2.38× 2026-07-04 $1,912 $982 $2,895 $1,466 1.97× 2026-07-05 $2,903 $1,140 $4,044 $1,724 2.34×
3 · Amazon — Ad ROAS ad-attributed rev ÷ Amazon Ad spend
Above B/E ROAS 7d 2.94× · 30d 3.70×
Zone (from AMZ_CM 54.7%) Below B/E B/E → Target Target 28% MER 3.70× B/E 1.83× · Target 3.74× · Ad spend $22,173 · Ad revenue $82,108
Daily Amazon Ad ROAS
last 14d (settling) 5.5 4.2 2.8 1.4 0.0 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 B/E 1.83× Target 3.74× Amazon Ad Revenue (bars) + Amazon Ad Spend (line)
last 14d 6k 5k 3k 2k 0k 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 Day Total Amazon Rev Amazon Ad Spend Amazon Ad Revenue Ad ROAS 2026-06-06 $4,681 $583 $1,857 3.19× 2026-06-07 $4,561 $716 $2,426 3.39× 2026-06-08 $4,401 $635 $2,169 3.42× 2026-06-09 $5,217 $659 $2,687 4.08× 2026-06-10 $4,514 $600 $1,807 3.01× 2026-06-11 $5,591 $550 $2,562 4.66× 2026-06-12 $4,902 $607 $2,605 4.29× 2026-06-13 $6,284 $890 $3,629 4.08× 2026-06-14 $8,283 $1,187 $5,202 4.38× 2026-06-15 $8,947 $1,155 $5,364 4.65× 2026-06-16 $9,612 $1,021 $4,904 4.80× 2026-06-17 $9,135 $960 $4,733 4.93× 2026-06-18 $8,445 $851 $4,216 4.95× 2026-06-19 $6,417 $712 $3,066 4.30× 2026-06-20 $5,272 $686 $3,199 4.66× 2026-06-21 $4,507 $760 $2,386 3.14× 2026-06-22 $2,980 $565 $1,686 2.98× 2026-06-23 $10,456 $1,859 $5,603 3.01× 2026-06-24 $6,150 $1,253 $3,484 2.78× 2026-06-25 $5,899 $1,032 $2,946 2.85× 2026-06-26 $6,273 $985 $3,575 3.63× 2026-06-27 $2,845 $519 $1,640 3.16× 2026-06-28 $4,203 $587 $2,135 3.63× 2026-06-29 $2,896 $460 $1,150 2.50× 2026-06-30 $2,779 $380 $1,183 3.11× 2026-07-01 $2,716 $422 $1,234 2.92× 2026-07-02 $2,854 $365 $1,153 3.15× 2026-07-03 $2,817 $354 $1,185 3.35× 2026-07-04 $1,912 $332 $933 2.81× 2026-07-05 $2,903 $487 $1,394 2.86×
4 · DTC / Shopify MER DTC rev ÷ Meta
Below B/E MER 7d 0.93× · 30d 1.27×
Zone (from DTC_CM 65.2%) Below B/E B/E → Target Target 28% MER 1.27× B/E 1.53× · Target 2.69× · 30d ad-attributed $43,290 (82.4%) vs unattributed $9,228 (17.6%)
Daily DTC MER
last 14d (settling) 3.0 2.3 1.5 0.8 0.0 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 B/E 1.53× Target 2.69× DTC revenue: Ad-attributed (UTM) vs Unattributed (stacked) + Meta Ad Spend (line)
last 14d 3k 3k 2k 1k 0k 06-06 06-09 06-12 06-15 06-18 06-21 06-24 06-27 06-30 07-03 07-05 UTM source mix (30-day) UTM Source Revenue % of DTC Type Facebook/IG $40,149 76.4% Ad-attributed Google $1,248 2.4% Ad-attributed TikTok $613 1.2% Ad-attributed Email/Klaviyo $637 1.2% Ad-attributed Other Ad $643 1.2% Ad-attributed Unattributed $9,228 17.6% Unattributed
Daily DTC revenue by UTM bucket + Meta + MER
Day Facebook/IG Google TikTok Other Ad Unattributed DTC Total Meta MER 2026-06-06 $1,840 $0 $0 $25 $214 $2,079 $1,579 1.32× 2026-06-07 $2,546 $0 $25 $55 $449 $3,075 $1,584 1.94× 2026-06-08 $1,660 $111 $25 $63 $671 $2,530 $1,486 1.70× 2026-06-09 $2,000 $33 $50 $25 $365 $2,473 $1,418 1.74× 2026-06-10 $1,476 $58 $0 $50 $278 $1,861 $1,513 1.23× 2026-06-11 $1,823 $390 $0 $185 $445 $2,843 $1,495 1.90× 2026-06-12 $1,979 $0 $81 $130 $562 $2,752 $1,558 1.77× 2026-06-13 $2,212 $44 $0 $0 $380 $2,637 $1,552 1.70× 2026-06-14 $2,279 $30 $0 $0 $662 $2,972 $1,622 1.83× 2026-06-15 $1,846 $51 $25 $15 $421 $2,358 $1,451 1.63× 2026-06-16 $1,728 $0 $0 $245 $549 $2,522 $1,618 1.56× 2026-06-17 $1,340 $0 $31 $45 $169 $1,585 $1,520 1.04× 2026-06-18 $1,011 $47 $0 $0 $397 $1,455 $1,386 1.05× 2026-06-19 $886 $0 $50 $22 $265 $1,223 $1,528 0.80× 2026-06-20 $1,008 $88 $50 $33 $362 $1,541 $1,289 1.20× 2026-06-21 $1,196 $55 $0 $22 $412 $1,686 $1,349 1.25× 2026-06-22 $1,003 $0 $0 $0 $177 $1,180 $1,241 0.95× 2026-06-23 $885 $0 $0 $0 $327 $1,213 $1,147 1.06× 2026-06-24 $1,062 $0 $50 $0 $115 $1,226 $1,140 1.08× 2026-06-25 $1,193 $0 $25 $0 $130 $1,347 $1,230 1.10× 2026-06-26 $964 $33 $0 $0 $70 $1,067 $1,317 0.81× 2026-06-27 $1,191 $33 $45 $25 $68 $1,362 $1,290 1.06× 2026-06-28 $1,057 $0 $31 $165 $309 $1,562 $1,396 1.12× 2026-06-29 $856 $0 $56 $0 $77 $989 $1,308 0.76× 2026-06-30 $917 $111 $0 $85 $212 $1,325 $1,156 1.15× 2026-07-01 $1,107 $45 $0 $0 $570 $1,721 $1,267 1.36× 2026-07-02 $657 $93 $25 $0 $138 $912 $1,252 0.73× 2026-07-03 $692 $0 $25 $0 $180 $897 $1,209 0.74× 2026-07-04 $732 $0 $0 $91 $160 $982 $1,134 0.87× 2026-07-05 $1,003 $25 $20 $0 $92 $1,140 $1,237 0.92×
5 · Current-Month Break-even 2026-07 · day 1 → 05
Fixed EXP (2026-07)
$45,000
from budget
Break-even Day
Not yet
first cumulative ≥ EXP
Contribution-after-ad MTD
$9,639
5 days
Operating Profit MTD
-$35,361
cumulative − EXP
Cumulative contribution-after-ad vs Fixed EXP
50k 37k 25k 12k 0k Fixed EXP $45,000 07-01 07-02 07-03 07-04 07-05 Day Contribution after Ad Cumulative Fixed EXP 2026-07-01 $4,464 $4,464 $45,000 2026-07-02 $3,784 $8,248 $45,000 2026-07-03 $563 $8,811 $45,000 2026-07-04 $221 $9,032 $45,000 2026-07-05 $607 $9,639 $45,000
Wholesale Detail
Segment Revenue Contribution Margin %
BigBox $21,919 $15,365 70.1% Custom & Other Retail $47,828 $33,528 70.1% Wholesale Total $69,746 $48,893 70.1%
BigBox accounts matched by company name: Scheels, PROActive, PGA Tour Superstore / PGA Superstore, Golf Galaxy, Dick's, Academy, Golf & Tennis Pro Shop. · Comps memo (excluded): 461 units across 74 orders, COGS $1,601 — EMPLOYEE code / personal note / net < $1.
Methodology. Measured cost stack recomputed each run. Amazon contribution = Rev − COGS (SKU-blended from cogs_pattern_table.json, 60 SKUs) − FBA $4.09/unit − 15% referral. DTC = Rev − COGS − (2.9% + $0.30/order) processing − ShipStation shipping. Wholesale = Rev − COGS. Comps excluded (memo only). Measured margins: CM_v1 60.5% · CM_v2 57.3% · AMZ_CM 54.7% · DTC_CM 65.2%.MER zones derived from measured margins (break-even = 1/CM). Views 1–2 = total revenue ÷ aggregate ad spend (Meta ex-AUS + Amazon Ads). Amazon view = ad-attributed revenue (SP sales7d + SD sales + SB sales) ÷ Amazon Ad spend (SP+SD+SB) = ROAS. DTC view = DTC revenue ÷ Meta (ex-AUS). Ad spend kept AGGREGATE for Views 1–2 (no halo allocation).DTC UTM split: an order is ad-attributed if landing_site carries utm_source/medium/campaign or fbclid/gclid/ttclid, or arrives via a paid native channel (TikTok / FB&IG app ids); otherwise Unattributed. Buckets by resolved utm_source.Sources (LIVE): Meta Marketing API v24.0 · Amazon SP-API orderMetrics + Sales & Traffic report · Amazon Advertising API v3 (SP/SD/SB daily GZIP_JSON) · Shopify Orders API 2024-10 · ShipStation V2 labels. Amazon-ad settling caveat: ad-attributed revenue settles ~24–48h and firms for ~14 days; last 14 days shaded/highlighted throughout.