ROAS Calculator
Calculate your return on ad spend for Facebook Ads and Google Ads, check your blended MER, and plan how to scale your budget.
Calculate Your ROAS
Enter your Facebook Ads, your Google Ads, or both. Add your total revenue to see your MER too, then see what scaling your budget could do.
Breaking down your numbers
Where each $1 of revenue goes
If the green bar is gone, you're paying more to deliver and advertise than you earn.
What if your results improved?
Slide to see the effect of earning more from the same ad spend.
Budget Scaling Scenarios
See what could happen to your revenue and profit if you raise your ad budget, using the numbers you entered above. Returns usually fall as spend grows, so you set how fast.
There's no universal number, so try a few values to see how sensitive the result is.
| Scenario | Monthly ad spend | Projected revenue | ROAS | Profit after ad spend | Revenue from each extra $1 | Result |
|---|
Projections are based on the assumptions entered above, not guarantees.
Estimates based on the numbers you entered. Projections are based on the assumptions entered above, not guarantees.
How We Calculate This
No black box. Here are the formulas behind every number.
- ROAS = revenue ÷ ad spendFor lead generation, revenue is leads × percent that become customers × value of a new customer.
- Break-even ROAS = 1 ÷ profit marginThe ROAS where your ads pay for themselves and nothing more.
- Score = ROAS ÷ break-even ROASUnder 1.0 is losing money, 1.0 to 1.5 is barely profitable, 1.5 to 2.5 is profitable, and 2.5 or more is excellent. Because it uses your own margin, the same ROAS can be good for one business and bad for another.
- Profit after ad spend = revenue × profit margin − ad spendThe money left once your ads are paid for.
- Most you can pay per lead = close rate × customer value × marginPay more than this per lead and each lead loses you money.
- Blended ROAS = Facebook revenue + Google revenue ÷ Facebook spend + Google spendUsed when you fill in both platforms. Each platform is also scored on its own, and the blended number is scored the same way.
- MER = total revenue ÷ total marketing spendTotal marketing spend is your Facebook and Google spend plus any other marketing spend you add. Break-even MER is 1 ÷ profit margin, and the same four result zones apply.
- Projected ROAS = current ROAS × (new spend ÷ current spend) to the power of −kk is set so your ROAS falls by the percent you choose each time spend doubles. Projected revenue is projected ROAS × spend, and “revenue from each extra $1” compares each scenario with the one before it. The scenarios start from the numbers you entered above.
Estimates, not guarantees
Every result and projection on this page is an estimate based on the assumptions and numbers you enter above, using the formulas listed here. Projections are based on those assumptions, not guarantees of future results. Real performance depends on your market, offer, creative, website, sales process, and many other things, and it can be higher or lower. We don't verify the numbers you enter, and nothing here is financial or tax advice.
ROAS Calculator FAQ
ROAS stands for return on ad spend: the revenue your ads bring in for every $1 you spend on them. If you spend $1,000 on ads and they bring in $4,000, your ROAS is 4x.
It depends on your margins. A ROAS is only good if it's above your break-even ROAS, which is 1 divided by your profit margin. At a 40% margin you need 2.5x just to break even. This calculator scores your result against your own margin instead of a one-size-fits-all number.
ROAS measures the revenue a single ad platform is credited with against what you spend on that platform. MER (marketing efficiency ratio) divides all of your revenue by all of your marketing spend, so it also counts sales from email, organic search, referrals, and repeat customers. ROAS tells you how an ad platform is doing, and MER tells you how your marketing is doing as a whole.
No. Fill in only the ads you run and leave the other blank. If you enter both, we also show your blended ROAS across the two and which platform is stronger. Add your total revenue to see your MER as well.
We turn leads into revenue: leads, times the percent that become customers, times what a customer is worth. Then we compare that revenue to your ad spend, and work out the most you can afford to pay per lead.
We start from the spend and revenue you entered above (all your ads, or just Facebook or Google), then project what happens if you raise your budget by 25%, 50%, 100%, or 200%. Returns usually fall as spend grows, so you choose how much your ROAS drops each time spend doubles. The table shows the projected revenue, ROAS, and profit for each step, and which one earns the most.
ROAS counts revenue against ad spend only. ROI counts profit against all costs. A ROAS above break-even means your ads pay for themselves, and the profit after ad spend shown in your breakdown is the closer cousin to ROI.
Google reaches people who are actively searching, which usually costs more per click but tends to convert better. Facebook shows your ad to people who weren't searching, so leads often cost less but close at lower rates. That's why this calculator scores each platform on its own numbers before it blends them.
Want Us to Review Your ROAS?
Tell us about your business and we'll go through your numbers with you, free. Tip: use the copy button above and paste your results into your message.