ROAS and ad metrics calculator
A 3× ROAS can be a loss. Whether a campaign makes money depends on margin, not return on ad spend alone: at a 30% margin, anything below 3.33× loses money. Enter the numbers you have and every metric they allow is calculated, along with the break-even point.
Campaign data
Fill in what you have. Every metric the inputs allow is calculated.
Purchases, sign-ups or leads.
Attributed to the campaign.
Revenue left after product and delivery costs.
The campaign is profitable
ROAS of 4.32× against a break-even ROAS of 2.50× at a 40% margin. Each $1 of spend returns $0.73 of profit.
Click-through rate
1.50%
Clicks ÷ impressions
Cost per click
$0.79
Spend ÷ clicks
Cost per 1,000 impressions
$11.90
Spend ÷ impressions × 1,000
Conversion rate
2.86%
Conversions ÷ clicks
Cost per acquisition
$27.78
Spend ÷ conversions
Average order value
$120.00
Revenue ÷ conversions
Return on ad spend
4.32×
Revenue ÷ spend
Break-even ROAS
2.50×
1 ÷ gross margin
Profit after ad spend
$3,640
Revenue × margin − spend
Return on investment
72.80%
Profit ÷ spend
Break-even CPA
$48.00
Average order value × margin
Reading the numbers
Break-even ROAS is 1 divided by gross margin. Below it, each unit of ad spend returns less profit than it costs. It is the single number to set a campaign target against.
Break-even CPA is the most a conversion can cost before the order loses money: average order value multiplied by margin. For subscriptions, use customer lifetime value instead of a single order.
Platform-reported revenue counts conversions the platform claims credit for. Compare against analytics or order data before scaling a campaign on its ROAS alone.
Questions
How is ROAS calculated?
Revenue from the campaign divided by ad spend. 20,000 in revenue from 5,000 of spend is a ROAS of 4×, often written as 400%.
What is a good ROAS?
One above your break-even ROAS, which is 1 divided by your gross margin. A business with a 25% margin needs more than 4× to profit; one with a 75% margin profits above 1.33×. There is no universal good number.
What is the difference between ROAS and ROI?
ROAS compares revenue with ad spend. ROI compares profit with ad spend, so it accounts for the cost of the product sold. A campaign can have a high ROAS and a negative ROI.
How do I calculate CPM?
Ad spend divided by impressions, multiplied by 1,000. 5,000 spent on 420,000 impressions is a CPM of 11.90.
How do I calculate CPA?
Ad spend divided by conversions. 5,000 spent for 180 purchases is a CPA of 27.78.
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