Validate a digital product or online store before spending on ads

Editorial follow-up: separate acquisition cost from delivery cost
In a simple worksheet, give each order its revenue, variable product and fulfilment costs, payment charges and expected support or return allowance. Record customer acquisition spending separately before combining the figures.

This makes it easier to see whether the product economics or the traffic source needs attention. State how shared costs are allocated and avoid treating all advertising spend as belonging to only the orders that looked successful.