ROAS calculator
Work out your ROAS, the ROAS you need to break even, cost per acquisition and cost per click, or see what a monthly budget buys. Every result shows its formula, and the maths runs in your browser.
ROAS calculator
- As a percentage
- 400%
- Revenue per 1 of ad spend
- $4.00
ROAS = revenue ÷ ad spend
$12,000.00 ÷ $3,000.00 = 4.00
How to read it
A ROAS of 4.00 means every 1 you spent on ads brought back 4 in revenue. It is revenue, not profit: whether 4.00 makes money depends on your margin, so compare it with your break-even ROAS on the next tab.
Google Ads shows the same figure as “Conv. value / cost”. Meta reports it as purchase ROAS.
Break-even ROAS calculator
- As a percentage
- 250%
- Break-even cost per order
- $32.00
Break-even ROAS = 1 ÷ gross margin
1 ÷ 40.0% = 2.50
How to read it
Below this ROAS, each sale costs more in ads than it leaves you in margin. Above it, the ads add profit. At a 40% margin you need 2.50 of revenue for every 1 of ad spend.
The break-even cost per order is the most an order can cost in ads before it loses money. It counts the first order only: if customers buy again, you can afford to pay more.
CPA calculator
CPA = ad spend ÷ conversions
$3,000.00 ÷ 60 = $50.00
How to read it
What one conversion cost you. Compare it with what a conversion is worth: for a sale, the break-even cost per order on the previous tab; for a lead, the share of leads that become customers times what a customer is worth.
A CPA is only as right as the conversion count behind it. If your tracking misses sales, your real CPA is lower than the one the account shows.
CPC calculator
- Click-through rate (CTR)
- 4.00%
- Cost per 1,000 impressions (CPM)
- $50.00
CPC = ad spend ÷ clicks
$3,000.00 ÷ 2,400 = $1.25
How to read it
The average you paid for a click. In an auction you pay at most your maximum bid for a click, and often less, so the average sits below your bids.
A low CPC is not a goal on its own: cheap clicks that never buy cost more than dear ones that do. Read it next to the conversion rate, or go straight to CPA.
Budget planner calculator
- Conversions
- 60
- Cost per conversion
- $50.00
- Revenue
- $4,800
- ROAS
- 1.60
Clicks = budget ÷ CPC · Conversions = clicks × conversion rate
$3,000 ÷ $1.25 = 2,400 clicks × 2.5% = 60 conversions
How to read it
A plan, not a forecast. The output is only as good as the cost per click and conversion rate you put in, so take both from your own account where you can.
With no history, try a low and a high case, and plan your month on the low one.
The formulas on one page
| Metric | Formula | It answers |
|---|---|---|
| ROAS | Revenue ÷ ad spend | How much revenue each 1 of ad spend brought back |
| Break-even ROAS | 1 ÷ gross margin | The ROAS below which the ads lose money |
| Break-even cost per order | Average order value × gross margin | The most one order can cost in ads |
| CPA | Ad spend ÷ conversions | What one sale, lead or sign-up cost |
| CPC | Ad spend ÷ clicks | What one click cost, on average |
| CTR | Clicks ÷ impressions | How often the ad was clicked when shown |
| CPM | Ad spend ÷ impressions × 1,000 | What 1,000 impressions cost |
| Conversions from a budget | Budget ÷ CPC × conversion rate | What a monthly budget buys, at the rates you expect |
These numbers are only as right as your tracking.
If ad blockers, Safari or refused consent hide part of your sales, every ROAS and CPA above is off. Our account audit checks Google Ads, Meta Ads, GA4 and the tracking behind them, and tells you what to fix first.
Questions about these numbers.
How do you calculate ROAS?
Divide the revenue from your ads by what you spent on them over the same period. 12,000 of revenue on 3,000 of ad spend is a ROAS of 4.00, also written as 400% or 4:1.
What is a good ROAS?
One above your break-even ROAS, which comes from your gross margin: 1 ÷ margin. At a 50% margin you break even at 2.00; at 25% you need 4.00. A ROAS that pays for one business loses money for another, which is why this page shows no benchmark.
What is the difference between ROAS and ROI?
ROAS compares revenue with ad spend only. ROI compares profit with every cost: the product, shipping, fees, tools and people as well as the ads. A campaign can have a ROAS above 1 and still lose money.
How do you calculate break-even ROAS?
Divide 1 by your gross margin written as a decimal. A 40% margin gives 1 ÷ 0.40 = 2.50: below that ROAS the ads cost more than the sales leave you.
What is the difference between CPC and CPA?
CPC is what you pay for one click; CPA is what you pay for one conversion. They are linked by the conversion rate: CPA = CPC ÷ conversion rate. At 1.25 a click and a 2.5% conversion rate, a conversion costs 50.
Is what I type saved or sent anywhere?
No. The calculator runs in your browser and sends nothing you type. Reload the page and the example values come back.
Related guides
- Google Ads bidding strategies
When target ROAS and target CPA bidding make sense.
- Meta Ads cost, budgeting and bidding
How Meta spends a budget and what drives its costs.
- Amazon Ads metrics: ACOS, ROAS and TACOS
ACOS is ROAS turned upside down: 1 ÷ ROAS.
- PPC statistics by industry
Cost per click and conversion rates by industry, if you have no account history.
- How much Google Ads costs
Measured cost per click by industry, to put in the budget planner.