Enter campaign data
Use this form to compute ROAS, costs, and profitability indicators.
Example data table
Use this sample to understand typical inputs across channels.
| Campaign | Channel | Spend | Revenue | Clicks | Conversions | ROAS |
|---|---|---|---|---|---|---|
| Brand Search | Search | USD 1,200 | USD 7,800 | 2,100 | 140 | 6.50 |
| Prospecting | Social | USD 3,500 | USD 10,150 | 5,900 | 165 | 2.90 |
| Retargeting | Display | USD 900 | USD 3,060 | 1,050 | 58 | 3.40 |
Formula used
- ROAS = Revenue ÷ Spend
- ROI = (Revenue − Spend) ÷ Spend
- CPA = Spend ÷ Conversions
- CPC = Spend ÷ Clicks
- CPM = (Spend ÷ Impressions) × 1000
- CTR = Clicks ÷ Impressions
- CVR = Conversions ÷ Clicks
- Net revenue = Revenue × (1 − Refund%)
- Fees = Net revenue × Fees%
- Profit ≈ Net revenue×Margin% − Spend − Fees
Break-even ROAS estimates the minimum ROAS needed to avoid losses when margin and fees are provided.
How to use this calculator
- Enter spend and revenue for the campaign timeframe you want to evaluate.
- Add clicks, impressions, and conversions to unlock CTR, CVR, and unit costs.
- Optional: add margin, refunds, and fees to estimate profit and break-even ROAS.
- Set a target ROAS to see the gap and the maximum spend allowed.
- Press Calculate Performance. Export your results as CSV or PDF.
ROAS as an efficiency signal
ROAS expresses how much revenue is generated for each currency unit spent. If a campaign spends 10,000 and returns 45,000, ROAS is 4.5. Track ROAS by week, device, and audience segment to detect fatigue; a drop from 4.5 to 3.6 is a 20% efficiency loss even if spend stays flat.
Interpreting ROAS with CPA and CVR
ROAS improves when conversion rate or average order value rises faster than costs. Example: 5,000 clicks at 2.4% CVR yields 120 orders. With a 90 AOV, revenue is 10,800. If spend is 3,600, ROAS is 3.0 and CPA is 30. Raising CVR to 3.0% lifts ROAS to 3.75 without changing spend. If CPC increases from 0.72 to 0.90, ROAS can fall even with stable CVR, so monitor CPC and CPM alongside ROAS.
Profit-aware ROAS and break-even thresholds
Revenue-based ROAS can look strong while profit is weak. Add margin, refunds, and fees to estimate break-even ROAS. If margin is 35%, refunds are 6%, and fees are 3.5%, break-even ROAS lands near 3.2. Any ROAS below that level likely loses money after operational friction, even before overhead allocations. Use profit output to compare two campaigns with the same ROAS but different refund profiles, such as apparel versus digital products.
Budget reallocation using target ROAS
Targets turn ROAS into an action rule. If target ROAS is 4.0 and current ROAS is 3.4, either lift revenue per click or reduce spend. The tool estimates maximum spend for a target: with 20,000 revenue and a 4.0 target, spend should stay at or below 5,000. Use this to cap scaling tests, then reallocate budget to the highest incremental ROAS segment rather than the highest blended ROAS.
Reporting cadence and data hygiene
Use a consistent attribution window and exclude one-off spikes before making decisions. Normalize revenue for refunds and delayed conversions, and keep naming conventions stable so “Prospecting” and “Retargeting” are not blended. When ROAS is steady but CTR falls, refresh creative; when CTR is steady but CVR falls, inspect landing pages and checkout. Build a weekly view for direction and a daily view for anomaly detection, then document changes like bids, creatives, and offers quickly.
FAQs
1) What does ROAS measure in this tool?
It measures attributed revenue divided by advertising spend, producing a ratio like 3.5x. Add clicks, impressions, and conversions to see supporting metrics such as CPA, CTR, CVR, CPC, and CPM.
2) Why can ROAS be high but profit low?
ROAS ignores product margin, refunds, and payment or platform fees. A 4.0 ROAS can still lose money if margin is thin or returns are high. Enter margin, refunds, and fees to estimate profit and break-even ROAS.
3) When should I use conversions and AOV instead of revenue?
Use it when you have reliable order count and average order value but delayed revenue reporting. The tool estimates revenue as conversions × AOV. Replace the estimate with true revenue once reconciliation is complete.
4) How is break-even ROAS calculated here?
It estimates the ROAS needed for profit near zero using net revenue after refunds, profit margin, and proportional fees. If margin minus fees is small, break-even ROAS rises sharply, signaling limited room for paid scaling.
5) Can I compare different channels fairly?
Yes, but keep the same date range, currency, and attribution window. If platforms report different attribution rules, run separate scenarios and compare directional movement rather than a single absolute ROAS number.
6) What should I check if ROAS drops suddenly?
First confirm spend and revenue timing. Then review CPC/CPM changes, CTR shifts, and CVR changes. Large CTR declines suggest creative fatigue, while CVR declines often point to landing pages, pricing, inventory, or checkout issues.