ROAS and break-even calculator
Enter your ad spend and the revenue it brought in to get your ROAS. Add your margin to see whether those ads actually make you money.
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Your result
Enter your ad spend and revenue to see your ROAS.
- Break-even ROAS
- Add your margin
- Profit after ads
- Add your margin
- Orders
- Add your order value
- Cost per purchase
- Add your order value
Want us to look at your numbers?
ROAS in one line
ROAS (return on ad spend) is the revenue your ads bring in divided by what they cost. Spend $1,000, sell $4,200, and your ROAS is 4.2x.
Why a “good” ROAS depends on your margin
A 4x ROAS can be great for one store and a loss for another. What matters is how much of each sale you keep after product cost, shipping and fees. Your break-even ROAS is 1 divided by that margin: at a 40% margin, you need 2.5x just to cover the ads. Below that line, every sale costs you money. Above it, the ads pay for themselves.
| Gross margin | Break-even ROAS |
|---|---|
| 20% | 5.0x |
| 30% | 3.3x |
| 40% | 2.5x |
| 50% | 2.0x |
| 60% | 1.7x |
Platform ROAS vs your store’s numbers
Meta and Google Ads each count the sales they think they caused, and both can claim the same order. By default, Meta also counts people who only saw an ad. Google Analytics usually counts fewer, because it misses part of the path (an ad seen on a phone, a purchase made later on a laptop).
Treat the platform numbers as the maximum and Google Analytics as the minimum. To judge your ads, use blended ROAS: total online revenue divided by total ad spend, from your store’s orders.
Common questions
Is 4x a good ROAS?
It depends on your margin. At a 40% margin your break-even ROAS is 2.5x, so 4x leaves room for profit. At a 20% margin you need 5x just to break even, so 4x loses money. Enter your margin in the calculator to see where you stand.
What’s the difference between ROAS and ROI?
ROAS compares revenue to ad spend only. ROI compares profit to the total cost, so it accounts for product cost, shipping, fees and other expenses. A campaign can show a high ROAS and still lose money when margins are thin.
What ROAS do I need to break even?
Divide 1 by your gross margin. At a 30% margin that’s 1 ÷ 0.30 = 3.3x. At 50% it’s 2.0x. Below that number, the ads cost more than the sales leave you.
Which ROAS should I trust: Meta, Google or my store?
Your store’s. Platform ROAS is the most generous count and Google Analytics the most conservative. Blended ROAS, total online revenue divided by total ad spend across every platform, is the number that shows whether advertising is paying off.