Maximale CPA & Target CPA Berekenen voor Webshops (1e Order & 12-Mnd LTV)
Bepaal je harde CPA-bovengrens op de eerste bestelling (na 21 % btw en variabele kosten) én inclusief herhaalaankopen.
Formula: First-Order Break-Even CPA, Target CPA & 12-Month LTV CAC
Break-Even CPA (First Order) = Net AOV − Variable Order Costs (COGS + Shipping + Payment)
Target CPA = Break-Even CPA − Desired Net Profit per Order
Max 12-Month LTV CAC = Break-Even CPA × (1 + Avg Repeat Orders in 12 Months)Your Break-Even CPA is the absolute cash ceiling you can spend to acquire an order without losing money on day one. Subtracting your target net profit per order gives the exact Target CPA (tCPA) bid cap for paid acquisition.
Worked Example: Max CPA on a €90.00 / £90.00 Order
At 90.00 gross AOV (75.00 net at 20% VAT) and 36.00 total variable costs (COGS + fulfillment + payment fees), your First-Order Break-Even CPA is 39.00. To retain 10.00 net profit per order, your Target CPA is 29.00 (equivalent to a 3.10x Target ROAS).
How to Calculate Maximum CPA & Target CAC for E-Commerce
Determine your hard first-order Break-Even CPA, profitable Target CPA, and 12-month repeat-purchase CAC ceiling.
- 1. Enter Gross AOV & VAT Rate: Input your average order value and local VAT rate.
- 2. Input Total Variable Costs per Order: Enter the sum of landed COGS, outbound shipping/fulfillment, and payment processing fees.
- 3. Set Desired Net Profit per Order & Repeat Purchase Rate: Define how much net profit you want to keep on each order and how many repeat orders a customer places within 12 months.
- 4. Read Break-Even CPA, Target CPA & LTV Ceiling: Use your Target CPA directly for Google Ads tCPA or Meta Cost Cap campaigns.
Max CPA Reference Table by Gross AOV (at 20% VAT and 45% Variable Cost of Net Sales)
| Gross AOV | Net Sales (excl. 20% VAT) | First-Order Break-Even CPA | Target CPA (15% Net Profit) | Max 12-Month LTV CAC (+0.8 Repeat Orders) |
|---|---|---|---|---|
| 40.00 AOV | 33.33 | 18.33 | 13.33 | 33.00 |
| 75.00 AOV | 62.50 | 34.38 | 25.00 | 61.88 |
| 100.00 AOV | 83.33 | 45.83 | 33.33 | 82.50 |
| 150.00 AOV | 125.00 | 68.75 | 50.00 | 123.75 |
| 250.00 AOV | 208.33 | 114.58 | 83.33 | 206.25 |
All figures reflect true net contribution margin after 20% VAT deduction.
Veelgestelde Vragen (FAQ): Max CPA Calculator
What is the difference between Break-Even CPA and Target CPA?
Break-Even CPA is the maximum ad spend where net profit on the order equals zero (`Net Revenue − Variable Costs`). Target CPA subtracts your desired net profit per order from the Break-Even CPA so every conversion leaves actual cash profit.
Should ecommerce brands bid to First-Order CPA or 12-Month LTV CAC?
Bootstrapped and cash-flow-conscious brands should anchor prospecting campaigns to First-Order Break-Even CPA (or 60-day payback) so growth self-finances without cash crunches.
Gerelateerde Rekenmachines & Formule-documentatie
Calculate your exact First-Order Break-Even CPA, Target CPA for paid ads, and 12-Month LTV acquisition ceiling.