Placement Break-Even Audit

Spend Above Break-Even

Section 1

Running above your break-even

£14,520

34.0% of total spend, measured against the 42% break-even ACoS you gave me. The percentage means nothing without that number attached.

5 campaigns · ACoS recomputed per row, never read from the column

Annualised: £174,240

Total ad spend

£42,725

4 placements plus 2 rows set aside

Worst placement

93.9%

Off Amazon, £1,080

Spend, no attributed sale

£115

1 row · not an ACoS of 0

Below break-even

£27,850

65.2%, working as intended

⚠ Above break-even is not the same as wasted Every figure here is built on attributed sales. A placement above break-even is losing money on the sales Amazon credited to it. Whether those sales would have happened anyway is a different question and this report cannot answer it.

Where The Money Goes

Section 2

ACoS against break-even

The vertical line is your 42% break-even. Everything past it is the overshoot.

Top of Search

28.1%

Detail Page

66.5%

Other

40.4%

Off Amazon

93.9%

The placement table

Most people have never opened this view

Placement	Spend	ACoS	% of spend
Top of Search	£21,800	28.1%	51.0%
Detail Page	£13,300	66.5%	31.1%
Other	£6,190	40.4%	14.5%
Off Amazon	£1,080	93.9%	2.5%

Detail Page is the whole story Just under a third of the spend at 66.5% ACoS. It is not the worst number on the page, Off Amazon is, but Off Amazon is £1,080 and this is £13,300. Rank by money, never by ACoS.

Which Campaigns Carry It

Section 3

Ranked by spend above break-even

Not by ACoS. The worst ACoS is usually a tiny campaign.

Campaign	Above break-even	ACoS
Core_Range	£7,980	65.1% / 93.9%
Everyday_Brand	£2,750	64.0%
Gifting_Bundles	£2,400	68.6%
Refill_Subs	£1,250	78.1%
Winter_Trial	£140	45.2%

Core_Range, split by placement

The campaign carrying 55% of it. Every row, not just the ones above break-even.

Placement	Spend	ACoS	vs 42% break-even
Top of Search	£11,400	29.0%	Below
Other	£4,200	41.6%	Below
Detail Page	£6,900	65.1%	Above
Off Amazon	£1,080	93.9%	Above

Core_Range is 55% of the problem One campaign carries £7,980 of the £14,520, and it is £6,900 + £1,080 from the two rows above. Its Top of Search runs at 29.0% on £11,400, more than both of them together. Same campaign, opposite outcomes, decided entirely by placement, which is why the action is a modifier on two rows rather than anything done to the campaign. Watch Other at 41.6%, which is inside break-even by less than half a point and will cross it if the margin moves.

What I set aside

Reported, never silently dropped

Row	Spend	Why
Winter_Trial · Detail Page	£115	No attributed sale
Suppressed_Row	£240	Blank placement

A row with no sales is not an ACoS of zero It has no ACoS at all. Treating it as 0% flatters every average on this page, and dropping it quietly loses £355 from the denominator. So it sits here instead, with the money next to it.

Before You Change Anything

Read this first

1 · There is no organic in this file Top of Search often carries rank. Cutting a placement that is above break-even on attributed sales can cost organic position, and that cost appears nowhere in this report.

2 · The modifier is not a switch Placement modifiers change bids, not delivery. Reducing one lowers what you pay to compete for that placement. It does not remove you from it, and anyone describing it that way has misread the setting.

3 · Break-even is yours, not mine Every number on this page moves if the margin does. At 35% break-even the figure is larger; at 50% it is smaller. That is why the margin is printed in the headline sentence rather than a footnote.

What To Do Next

Section 5

When	Action	Where	At stake	Confidence
◷ Today	Cut the Detail Page modifier on Core_Range	Core_Range	£6,900	Measured
◷ Today	Turn Off Amazon off	Core_Range	£1,080	Measured
◷ This week	Check Refill_Subs is not a subscription base you already own	Refill_Subs	£1,250	Judgement
✕ Not yet	Do not cut Top of Search anywhere	All campaigns	—	Carries rank

✓ The two Today actions are £7,980 of measured overshoot on one campaign · everything below them needs a decision you have to make, not a number I can give you

Comment PLACEMENT to get the skill

Drop in your Sponsored Products placement report and your break-even ACoS. It recomputes every row, ranks by money rather than by percentage, and tells you what it cannot see.

Download the skill

A folder of instructions, not software. Drop it into ~/.claude/skills/ and talk to it. Your report never leaves your machine.