Enter campaign inputs
Use this advanced setup to estimate return, cost efficiency, break-even levels, and target gaps for a TikTok campaign.
Example data table
| Input | Example Value | Notes |
|---|---|---|
| Ad Spend | $3,000.00 | Total media spend for the campaign. |
| Impressions | 220,000 | Total ad views delivered. |
| Clicks | 5,400 | Users who clicked the ad. |
| Conversions | 162 | Completed purchases. |
| Average Order Value | $42.00 | Average revenue per order. |
| Repeat Revenue | $600.00 | Extra revenue linked to the campaign. |
| Refund Rate | 6% | Expected refunds from gross revenue. |
| COGS | 28% | Variable product cost against net revenue. |
| Platform Fee | 3% | Payment or marketplace fees. |
| Agency Fee | $400.00 | Management cost. |
| Creative Cost | $250.00 | Production and editing cost. |
| Other Costs | $150.00 | Tracking, tools, and extras. |
| Target ROAS | 2.80x | Desired revenue return on ad spend. |
| Target Profit | $1,200.00 | Desired campaign profit. |
| Example output | Value |
|---|---|
| Net Revenue | $6,959.76 |
| Net ROAS | 2.32x |
| Blended CPA | $23.46 |
| Profit | $1,002.23 |
| Break-even ROAS | 1.84x |
Formula used
Gross Revenue = (Conversions × Average Order Value) + Repeat Revenue
Net Revenue = Gross Revenue − Refund Amount
Refund Amount = Gross Revenue × Refund Rate
Marketing Cost = Ad Spend + Agency Fee + Creative Cost + Other Costs
Total Cost = Marketing Cost + COGS Cost + Platform Fees
ROAS = Net Revenue ÷ Ad Spend
MER = Net Revenue ÷ Marketing Cost
Blended CPA = Marketing Cost ÷ Conversions
CTR = Clicks ÷ Impressions × 100
CVR = Conversions ÷ Clicks × 100
Contribution Margin Ratio = 1 − (COGS% + Platform Fee%)
Break-even Net Revenue = Marketing Cost ÷ Contribution Margin Ratio
Break-even ROAS = Break-even Net Revenue ÷ Ad Spend
How to use this calculator
- Enter total TikTok ad spend for the period you want to evaluate.
- Add traffic numbers such as impressions, clicks, and conversions.
- Input your average order value and any repeat revenue tied to the campaign.
- Add refund rate, COGS, and platform fee percentages to reflect realistic margins.
- Include agency, creative, and extra operating costs for a blended performance view.
- Set a target ROAS and target profit to compare actual performance against goals.
- Press the calculate button to show results above the form.
- Use the chart, CSV export, and PDF export to review or share your analysis.
Frequently asked questions
1. What does ROAS mean for TikTok campaigns?
ROAS means return on ad spend. It shows how much revenue your campaign generated for each dollar spent on ads. A 2.50x ROAS means every $1 in ad spend produced $2.50 in revenue.
2. Why track both gross ROAS and net ROAS?
Gross ROAS uses revenue before refunds. Net ROAS uses revenue after refunds. Net ROAS usually gives a more realistic view because it reflects money your business actually keeps from campaign-driven sales.
3. What is the difference between media CPA and blended CPA?
Media CPA only uses ad spend in the calculation. Blended CPA includes ad spend, agency fees, creative costs, and other campaign expenses. Blended CPA is better when you want a full profitability view.
4. Why are COGS and platform fees included?
Revenue alone can make a campaign look stronger than it really is. COGS and platform fees reduce the margin you keep. Including them helps you estimate break-even ROAS and actual profit more accurately.
5. What does break-even ROAS tell me?
Break-even ROAS shows the return needed to cover marketing costs after variable costs are considered. If actual ROAS stays below that number, the campaign may generate sales but still fail to produce profit.
6. Should repeat revenue be included?
Yes, when you can reasonably attribute repeat purchases to the same campaign. This is helpful for retention-focused brands or subscription offers. Just avoid adding revenue that cannot be linked to the campaign.
7. Can this calculator be used for scenario planning?
Yes. Change conversion volume, order value, refunds, or costs to test best-case and worst-case outcomes. The target ROAS and target profit inputs also help you plan future budget and margin goals.
8. Is a higher ROAS always better?
Usually yes, but context matters. A campaign with lower ROAS may still be worthwhile if it brings new customers, strong lifetime value, or strategic growth. Profit, break-even ROAS, and blended CPA give better context.