ROAS calculator
Return on ad spend from revenue, and the minimum ROAS for the campaign not to lose money. The formula shows under the result.
Revenue and spend
Break-even ROAS from your margin
Everything runs in your browser: no number is sent anywhere.
What is ROAS?
ROAS is the return on ad spend: how many dollars of revenue each dollar of media brought in. A ROAS of 3.9 (or 390%) means every $1 spent generated $3.90 in sales. It is the main metric for sales campaigns, but on its own it doesn’t say whether there was profit, because it doesn’t subtract the cost of the product.
How to calculate ROAS: the formula
ROAS = attributed revenue ÷ spend. Multiply by 100 to read it as a percentage. Attributed revenue is what the platform or GA4 linked to the campaign, according to each one’s attribution model.
Example: $19,500 in revenue on $5,000 spent is a ROAS of 3.9, or 390%.
What is the difference between ROAS and ROI?
ROAS compares revenue with media spend and ignores every other cost. ROI compares profit with investment: (return − investment) ÷ investment. In this calculator, "ROI on ad spend" uses only revenue and spend, as a shortcut; the business’s real ROI has to subtract product, taxes, shipping and operations. A ROAS of 3.9 with a 20% margin is a loss; with a 40% margin it is a profit.
What ROAS does the campaign need to break even?
Break-even ROAS is 100 divided by the contribution margin in percent. With a 36% margin, the campaign needs a 2.78 ROAS just to break even: below that, each sale costs more than it leaves. Contribution margin is what is left of revenue after product, taxes, subsidized shipping and payment fees. The per-sale version of this math is the maximum CPA.
Why don’t Meta, Google and GA4 ROAS match?
Each one attributes revenue with its own rule: window, view-through, last click or data-driven model. The sum of the platforms’ ROAS usually exceeds the store’s real revenue. To compare channels with the same ruler, use GA4 with UTMs on every link, built in the UTM builder. The guide Meta sales don’t match GA4 details each difference.
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Frequently asked questions
Is a ROAS of 4 good?
It depends on the margin. With a 25% contribution margin, break-even is a ROAS of 4, so 4 is a tie. With a 50% margin, break-even is 2 and a ROAS of 4 is profit. Calculate your break-even before judging the number.
Are ROAS and ACOS the same thing?
They are the inverse of each other. ACOS, used in marketplaces, is spend ÷ revenue × 100. A ROAS of 4 equals a 25% ACOS.
Does the calculator send my numbers anywhere?
No. The math runs in your browser and nothing is sent to any server.