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Use the form below to estimate direct, blended, and adjusted ROAS for display campaigns. The form uses three columns on large screens, two on smaller screens, and one on mobile.
| Campaign | Total Cost | Impressions | Clicks | Conversions | Direct Revenue | Net ROAS |
|---|---|---|---|---|---|---|
| Prospecting Banner | $6,250.00 | 800,000 | 6,400 | 192 | $18,500.00 | 3.18x |
| Retargeting Display | $3,900.00 | 280,000 | 4,200 | 210 | $16,200.00 | 4.01x |
| Awareness Rich Media | $7,450.00 | 1,400,000 | 5,950 | 118 | $14,100.00 | 1.84x |
Total Cost = Media Spend + Creative Cost + Platform Fee + Agency Fee
Credited View-Through Revenue = View-Through Revenue × (View-Through Weight ÷ 100)
Gross Attributed Revenue = Direct Revenue + Credited View-Through Revenue
Net Attributed Revenue = Gross Attributed Revenue × (1 − Refund Rate ÷ 100)
Direct ROAS = Direct Revenue ÷ Total Cost
Blended ROAS = Gross Attributed Revenue ÷ Total Cost
Net ROAS = Net Attributed Revenue ÷ Total Cost
Adjusted ROAS = Net Attributed Revenue ÷ Effective Spend
Effective Spend = Total Cost − Wasted Spend
Wasted Spend = Total Cost × (Waste Rate ÷ 100)
Break-Even ROAS = 100 ÷ Gross Margin %
CTR = (Clicks ÷ Impressions) × 100
CVR = (Conversions ÷ Clicks) × 100
CPC = Media Spend ÷ Clicks
CPM = (Media Spend ÷ Impressions) × 1000
CPA = Total Cost ÷ Conversions
ROAS means return on ad spend. It shows how much revenue your display campaign generates for each dollar spent. Higher ROAS usually means stronger revenue efficiency, but it should still be checked against margins, refunds, and total operating costs.
Many teams understate campaign cost by only using media spend. Including creative, platform, and agency fees gives a truer business view. This helps you see whether the campaign is genuinely profitable instead of only looking efficient at the platform level.
Direct ROAS uses only direct revenue from clicks or attributed conversions. Blended ROAS adds weighted view-through revenue, which is useful when display ads influence demand without always earning a direct click before conversion.
Net ROAS adjusts revenue after refunds or returns. A campaign may look strong on gross sales, but retained revenue can be lower. Net ROAS helps you evaluate what revenue actually remains after post-purchase leakage.
Adjusted ROAS compares revenue against effective spend after estimated waste is removed. It is useful for scenario analysis. This metric helps you understand how performance might improve if invalid traffic and poor-quality placements are reduced.
Set target ROAS using business goals, contribution margin, and growth strategy. Mature brands may accept a lower ROAS for reach, while efficiency-focused campaigns often require higher returns. Compare target ROAS with break-even ROAS before making budget decisions.
Gross margin helps estimate break-even ROAS. Low-margin products need stronger returns to cover spend. Without margin context, a campaign can appear healthy while still failing to produce enough gross profit for the business.
Yes. It works for prospecting, retargeting, remarketing, and broader display programs. For retargeting, view-through weighting and refund assumptions are especially useful because these campaigns often receive more assisted conversions than upper-funnel activity.
Important Note: All the Calculators listed in this site are for educational purpose only and we do not guarentee the accuracy of results. Please do consult with other sources as well.