Business & Payments
Consumables (Расходники)
Consumable campaign expenses: proxies, accounts, cards, farming tools.
Consumables — 'расходники' in CIS buyer slang — are the expendable operational supplies a media-buying operation burns through: ad accounts, antidetect profiles, proxies, virtual cards, SIM numbers for verification, domains, and farming tools. The name says it all — these assets get banned, flagged, or exhausted in normal use and must be continuously restocked, like ammunition rather than equipment.
Consumables are a real cost line that inexperienced buyers leave out of their unit economics, then wonder why 'profitable' campaigns lose money. An account costing $50 that dies after $300 of spend adds meaningful percentage points to effective cost per conversion. Serious teams track consumable burn per vertical and platform, maintain vetted supplier relationships, and hold buffer stock — running out of accounts mid-scale is an unforced error.
In buyer speech
“Add the расходники to the P&L before you call it profit — we burned twelve accounts and a proxy package on that launch.”