Short answer: Shopee Ads (AMS) ROAS is not net profit. Settlement lag and fee stacks hide losses until you model contribution margin.
Hedge: fee figures are illustrative; confirm the live Seller Centre rate card. Not tax/legal advice.
Key table
| Check | ROAS view | Profit view |
|---|---|---|
| Attribution | Platform default | Your cash lag |
| Spend | Daily | After fees+COGS |
| Winner SKU | High ROAS | High contribution |
What to do
- Read AMS with settlement lag in mind
- Never scale on ROAS alone
- Run Shopee fee calculator per order
- Rank by contribution not clicks
Links and tools
Internal reading: fees_sp · roas · sku · escrow.
Model fees with the fee calculator.
Inseller
Inseller is the profit layer next to Seller Centre — actual fees, ads and SKU contribution so dashboards do not hide red contribution margin.