For Google Ads, Meta Ads and any campaign
ROAS calculator
Enter your ad spend, your revenue and your margin. We tell you whether your campaigns make or lose money, and the break-even ROAS you need.
Want to improve your ROAS?
We review your Google Ads and social ads and show you where the spend that does not sell is going. Your numbers from this calculator are already included.
Got it. We will write back within one business day.
How it is calculated
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ROAS
Attributed revenue ÷ ad spend
How much you sell for every unit you pay Google or Meta. A ROAS of 4 means €4 in revenue for every €1 spent.
What ROAS is → -
Break-even ROAS
(Ad spend + fees) ÷ (ad spend × margin)
With a 25% margin you need a ROAS of 4 just to cover the ads. That is why the same ROAS is profitable for one business and ruinous for another.
What ROAS you need → -
ROI
(Revenue × margin − ad spend − fees) ÷ (ad spend + fees)
What you really earn on everything you put in, counting your margin and the cost of running the campaigns.
What ROI is →
More detail in our guides to ROAS in Google Ads and the marketing ROI formula.
ROAS and ROI: frequently asked questions
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Divide the revenue you attribute to your ads by what you spent on them in the same period. €12,000 in sales from €3,000 in ad spend is a ROAS of 4, often written as 4:1 or 400%.
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The ROAS at which your ads neither make nor lose money once you count your gross margin. The formula is 1 ÷ margin, plus your management fees if you pay any: with a 40% margin and no fees, break-even ROAS is 2.5.
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ROAS compares revenue with ad spend. ROI compares profit with everything you invested. A high ROAS can hide a negative ROI when your margin is thin or campaign management is expensive.
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One that clears your break-even ROAS comfortably. There is no universal number: with a 50% margin a ROAS of 3 leaves a profit; with a 20% margin it loses money.
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The revenue you attribute to the ads over the period you measure: the figure in Google Ads or Meta, or better, the one in your analytics if it is tracked properly. Exclude VAT so it matches your margin.
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Cut spend on searches that do not sell, bid by product margin and improve the page the clicks land on. See what it would cost for us to do it with the Google Ads management cost calculator.
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