Free tool · Calculator

ROAS and break-even calculator

Enter your ad spend, the revenue it brought in and your margin. You get the real ROAS without VAT, your break-even ROAS, the most you can pay per order and the profit left after ads. Runs in your browser, nothing is stored.

Use what your shop or bank shows if you can, not only what Ads Manager reports.
Price without VAT minus product, shipping and payment costs, as a share of the price.
Real ROAS (without VAT)-
Break-even ROAS-
Profit after ads-
Cost per order (CPA)-
Break-even CPA-

How the numbers are worked out

Real ROAS is revenue without VAT divided by ad spend. Break-even ROAS is 1 divided by your gross margin. Profit after ads is revenue without VAT times margin, minus ad spend. Break-even CPA is your average order value without VAT times margin: the most one order can cost you in ads before it loses money.

The gap between the ROAS in Ads Manager and the real one is usually VAT plus double counting. If both Meta and Google claim the same order, adding their revenue together overstates what ads brought in. That is why we judge accounts on the revenue in the shop, not on the platform number.

Questions people ask

What is a good ROAS?

There is no universal good ROAS. A good ROAS is any ROAS above your break-even ROAS, which depends on your gross margin. With a 50% margin you break even at a ROAS of 2.0; with a 25% margin you need 4.0 just to cover the ad spend.

How do you calculate break-even ROAS?

Break-even ROAS = 1 divided by your gross margin, measured on revenue without VAT. A store with a 40% margin breaks even at 1 / 0.40 = 2.5. Below that, every sale from ads loses money.

Should ROAS include VAT?

No. Ad platforms report revenue including VAT if your store sends prices with VAT, but VAT is not your money. This calculator removes VAT first, which is why the real ROAS is often lower than the one in Ads Manager.

What is break-even CPA?

Break-even CPA is the most you can pay for one order and still not lose money on it: average order value without VAT, multiplied by your gross margin.

Is platform ROAS the same as real profit?

No. Meta and Google both claim credit for the same sale, and some buyers would have bought anyway. Use this calculator with the revenue you can see in your shop or bank, and treat platform ROAS as a second opinion.

Built by Maison Mint Marketing Agency, a performance marketing agency in Tallinn, Estonia, that runs Meta Ads, Google Ads, SEO and AI search visibility for growing brands in Europe and the US. Need a second pair of eyes on your numbers? Book a free 30-minute account review.

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