What is break-even?
Break-even is the point where ads neither earn nor lose money.
For an e-shop, break-even cost per order equals order value times margin. For services, multiply also by close rate.
Knowing break-even before you start gives you a clear limit: the most one order or lead may cost.
Formula
Break-even CPA = order value x margin
Example
Order 50 EUR, margin 40 %. Break-even CPA is 20 EUR.