Campaign Inputs
Enter attributable revenue, spend, operational costs, and funnel metrics to evaluate gross efficiency, full-cost efficiency, and profitability.
Example Data Table
| Campaign | Revenue | Ad Spend | Orders | Net Revenue | Gross ROAS |
|---|---|---|---|---|---|
| Brand Search | $12,600.00 | $2,100.00 | 155 | $11,900.00 | 6.00x |
| Retargeting | $8,900.00 | $1,950.00 | 102 | $8,150.00 | 4.56x |
| Prospecting | $18,400.00 | $5,250.00 | 208 | $16,900.00 | 3.50x |
Formula Used
Gross ROAS = Attributed Revenue ÷ Ad Spend
Net Revenue = Revenue − Refunds − Discounts
Total Marketing Cost = Ad Spend + Agency Fees + Creative Costs + Platform Fees + Other Costs
Contribution Before Marketing = Net Revenue − COGS − Fulfillment − Transaction Fees
Net ROAS = Net Revenue ÷ Total Marketing Cost
Contribution Margin = Contribution Before Marketing ÷ Net Revenue
Break-even ROAS = 1 ÷ Contribution Margin
Required Revenue = (Total Marketing Cost + Target Profit) ÷ Contribution Margin
AOV = Revenue ÷ Orders
CPC = Ad Spend ÷ Clicks
CPM = (Ad Spend ÷ Impressions) × 1000
CTR = Clicks ÷ Impressions
Conversion Rate = Orders ÷ Clicks
How to Use This Calculator
- Enter the campaign revenue attributed to the channel or ad set.
- Add media spend and any extra marketing costs you want blended into performance analysis.
- Include refunds, discounts, COGS, fulfillment, and transaction fees for a profit-aware view.
- Fill in impressions, clicks, and orders if you want funnel efficiency metrics.
- Set a target profit to estimate the revenue and ROAS needed to hit that goal.
- Press Calculate ROAS to show results above the form.
- Use the CSV or PDF buttons to save the calculated metrics for reporting or review.
Frequently Asked Questions
1. What does ROAS measure?
ROAS measures how much revenue is generated for each advertising dollar spent. It helps ecommerce teams compare channels, campaigns, and ad sets using a direct efficiency ratio.
2. Why calculate both gross and net ROAS?
Gross ROAS uses top-line revenue. Net ROAS adjusts for refunds, discounts, and broader marketing costs. Comparing both reveals whether revenue quality is strong enough to support scaling.
3. What is blended ROAS?
Blended ROAS compares revenue against total marketing cost, not just media spend. This often gives a more realistic picture when agencies, creative production, and tools materially affect acquisition economics.
4. What is a good ROAS for ecommerce?
A good ROAS depends on margins, return rates, shipping expense, and overhead. Some stores profit at 2.5x, while others need 4x or higher. Break-even ROAS is the better benchmark.
5. Why does high ROAS sometimes still mean low profit?
High ROAS can look impressive while profits remain weak if product costs, refunds, discounts, or fulfillment costs are high. Revenue efficiency alone does not guarantee healthy contribution margins.
6. Should I include agency and creative costs?
Yes, when you want a full-cost view. Excluding those costs can make campaigns look stronger than they really are, especially for smaller accounts or heavily managed advertising programs.
7. What does break-even ROAS tell me?
Break-even ROAS shows the minimum efficiency needed to avoid losing money after variable costs. If actual ROAS falls below that number, the campaign is not covering its economics.
8. Can I use this for channel comparison?
Yes. Run separate calculations for paid search, social, shopping, affiliates, or marketplaces. Consistent inputs let you compare efficiency, margins, and scale potential across channels fairly.