Read it correctly
A sensitivity ranking, not a forecast.
The calculator changes AOV, product cost, fulfillment, fees, or returns one at a time. That makes the economic effect visible without claiming that the business can achieve the change or that other metrics will stay fixed.
Why single-variable scenarios?
Raising price may lower conversion. Free shipping may increase AOV while increasing fulfillment cost. Combining assumptions automatically would hide these relationships, so this page ranks isolated moves first.
Use the ranking to form a test
The highest row is the change that adds the most target CPA room under the stated assumptions. It is a place to investigate, negotiate, or experiment, not an instruction generated from industry averages.
Audit the complete cost boundary