Your ad account has a waterline.
Connect Meta. Connect Shopify or enter your economics. Waterline shows every campaign, ad set and ad against the ROAS your business actually needs to break even, so you know what deserves more budget.
7 days free on every plan · Cancel anytime · 14-day money-back after your first charge
The same ROAS can mean opposite things.
Meta can show both of these businesses a 2.20x ROAS. But 2.20x is only good if it clears the economics of that specific business.
Product cost, fulfilment, processing and refunds move the line.
Meta knows the ad. Shopify knows the sale. Your economics decide the line.
Waterline does not force Meta and Shopify to agree. They answer different questions. Waterline uses each where it is strongest, then applies your economics to the decision.
Sample figures. In the app every input shows whether it came from Shopify, from your settings, or is still missing. The same drawer opens on any number you want to check.
Set it once. Keep the line attached.
Winners above. Sinkers below. Your break-even in the middle.
Connect your account
Meta through the official Meta flow.
Set your economics
Connect Shopify or enter them manually.
See your Waterline everywhere
Campaigns, ad sets and ads stay anchored to the break-even point that matters to the business.
See what needs attention. Then decide.
Waterline surfaces where judgment is actually required instead of making you hunt through another dashboard.
Ask Waterline. Keep the final say.
Ask in plain language and get an answer built from the same numbers on screen, with the evidence attached.
Waterline can prepare supported changes. Nothing reaches Meta until the required approval happens. On Agency, protected changes wait for a second pair of eyes.
Choose the Waterline built for your operation.
Every plan includes the complete Waterline experience, starts with 7 days free, and carries a 14-day money-back window after your first charge.
| SOLO | PORTFOLIO | AGENCY | |
|---|---|---|---|
| ACCOUNTS & SCALE | |||
| Meta accounts | 1 | 5 | Unlimited |
| Team seats | 1 | 3 | 10 |
| Brand economics profiles | 1 brand | Up to 5 brands | Unlimited |
| CORE WATERLINE | |||
| Profit-first Waterline dashboard | Included | Included | Included |
| Decisions queue | Included | Included | Included |
| Roles & per-client access | — | Included | Included |
| Approval workflows | — | — | Included |
| Team activity history | — | — | Included |
| Client workspaces | — | — | Included |
| Agency Overview | — | — | Included |
| Portfolio Overview | — | Included | Included |
| Waterline Assistant | 150 messages/mo | 400 messages/mo | 800 messages/mo |
| Bring your own Anthropic key | Not metered by Waterline | Not metered by Waterline | Not metered by Waterline |
| BUSINESS ECONOMICS | |||
| Manual business economics | Included | Included | Included |
| Shopify-connected economics | Included | Included | Included |
| Separate economics by brand | Single brand | Included | Unlimited |
| CAMPAIGN CONTROL | |||
| Pause / resume | Included | Included | Included |
| Budget changes | Included | Included | Included |
| Rename / archive | Included | Included | Included |
| Approval before changes | Included | Included | Included |
| Campaign creation | — | Included | With approval controls |
| SUPPORT | |||
| Email support | Included | Included | Included |
| Priority support | — | — | Included |
Try the real product, not a demo version.
Every plan includes a 7-day free trial. Cancel before it ends and pay nothing. If Waterline isn’t for you after your first charge, you still have 14 days to request a refund.
Don’t take the dashboard’s word for it.
Important numbers show where they came from, how the Waterline was calculated, and when the underlying data is incomplete.
Every figure names its source
Headline numbers carry a badge saying whether they came from your store or from Meta’s attribution. The two answer different questions, and mixing them silently is how dashboards mislead.
The calculation opens up
Any Waterline can be expanded into the arithmetic behind it: order value, product cost, fulfilment, processing, and the contribution that sets the line.
It admits what it does not know
When your cost data only covers part of the catalogue, Waterline says so on the number rather than quietly averaging over the gap.
Changes are yours to approve
Nothing reaches Meta without an explicit confirmation, and on Agency plans protected changes wait for a second person.
Everything is written down
Team activity history records who proposed a change, who approved it, what was sent and what came back.
Your account stays your account
Waterline uses the official Meta API. Credentials are encrypted on your own device, and you can disconnect and revoke access at any time.
Questions, answered.
Does Waterline replace Meta Ads Manager?
Not completely, and it doesn’t need to. Waterline gives you a simpler economics-aware operating layer for the workflows it supports while your Meta account remains yours.
Do Meta and Shopify need to match?
No. They measure different things. Waterline uses Shopify for realized store performance where appropriate, Meta for spend and Meta-level attribution, and your economics to calculate the line.
How does Waterline calculate profitability?
Waterline combines store performance where available, Meta ad spend and your configured product, fulfilment, processing and refund economics. Important figures show their source and calculation inside the app.
Will Waterline change my ads automatically?
No. Supported changes follow Waterline’s confirmation and approval controls. Agency teams can require approval before protected changes are executed.
Do I need Shopify?
No. Shopify is optional. Connect it for realized store data and easier economics setup, or enter your economics manually.
What happens when my hosted Assistant messages run out?
Only hosted Assistant usage pauses. Overview, Decisions, Explorer, Shopify, economics and normal Waterline controls continue working. A supported bring-your-own Anthropic key does not consume the hosted allowance.
What happens after the trial?
Your selected plan begins billing at the end of the 7 days unless you cancel. After that first charge you still have 14 days to request a refund.
Your account. Your numbers. Your Waterline.
See what clears your break-even before you put more money behind it.
7 days free on every plan · 14-day money-back after your first charge