Work out your return on ad spend — forwards, backwards and after real costs. Enter spend and revenue for ROAS, or set a target ROAS and solve for the spend you can afford or the revenue you need. Everything runs in your browser.
The maths: ROAS = revenue ÷ ad spend. Gross profit = revenue − ad spend. Net profit = revenue − ad spend − product & fulfilment costs. Profit ROAS = net profit ÷ ad spend. Maximum spend = expected revenue ÷ target ROAS. Revenue needed = planned spend × target ROAS.
Set a target ROAS on the left to solve in reverse.
Below 2× usually means losing money once product and running costs are counted. Around 3–4× is healthy for many stores. 5×+ is strong. Your own break-even ROAS depends on your margins — a high-margin business can profit at 2× while a thin-margin one loses at 4× — so judge these bands against your net profit figure above, not on their own.
Calculate ROAS in every direction — from spend and revenue, from a target ROAS, and after product costs for a true profit ROAS.
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Work out your return on ad spend forwards, backwards and after real costs: ROAS from spend and revenue, the maximum spend a target ROAS allows, the revenue a planned spend must return, and a profit ROAS that subtracts product and fulfilment costs first.
You spend $2,500 on ads and they produce $12,500 of revenue. ROAS is 12,500 ÷ 2,500 = 5.00×, or 500%, and gross profit is $12,500 − $2,500 = $10,000. If the products and fulfilment for those orders cost $6,000, net profit is $12,500 − $2,500 − $6,000 = $4,000 and profit ROAS is $4,000 ÷ $2,500 = 1.6× — still profitable, but a very different story from the headline 5×. Planning ahead with a target of 6× on $30,000 of expected revenue, you can spend at most $30,000 ÷ 6 = $5,000; and a $2,500 spend at that target must return $2,500 × 6 = $15,000.
ROAS = revenue from ads ÷ ad spend, shown both as a multiple and as a percentage. Gross profit = revenue − ad spend. Net profit = revenue − ad spend − product and fulfilment costs, and profit ROAS = net profit ÷ ad spend. The reverse modes rearrange the same formula: maximum ad spend = expected revenue ÷ target ROAS, and revenue needed = planned spend × target ROAS. Attribution is whatever your ad platform reports — the calculator takes the revenue figure you give it at face value.
There is no universal number. As general guidance, below 2× usually loses money once product costs are counted, 3–4× is healthy for many stores and 5×+ is strong — but your own break-even depends on margin. If your gross margin is 50%, you break even at a ROAS of 2×; at a 25% margin you need 4× just to cover product costs before any other expense.
ROAS compares revenue to ad spend only. ROI compares profit to total cost. A campaign can show a 5× ROAS and a negative ROI once product, fulfilment, platform fees and your time are counted — the net profit and profit ROAS figures in this calculator sit between the two and are the more honest planning numbers.
Break-even ROAS = 1 ÷ gross margin. At a 40% margin that is 2.5×: below it, ad revenue does not cover the cost of the goods sold. Compare your target ROAS against your break-even, not against a benchmark from someone else’s store.
The costs of fulfilling the orders those ads produced: product cost, packaging, shipping you paid, and transaction or marketplace fees on those sales. Do not include the ad spend itself — the calculator subtracts that separately — and leave fixed overheads like rent out, since they do not change with this campaign.
Because ROAS is a ratio: revenue ÷ spend gives the same answer in any currency, as long as both figures are in the same one. Converting would need a live exchange rate and would add noise without changing a single result, so the selector changes symbols only.
Usually margin or attribution. If the products sold carry thin margins, or the platform is claiming revenue that another channel also claims, headline ROAS flatters the campaign. Enter your real product and fulfilment costs and judge the campaign on net profit and profit ROAS instead.
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