Is your advertising paying off?
Calculate ROAS, break-even ROAS, conversion rate, CPA, CPM and customer lifetime value — and see at a glance whether your campaigns make a profit or a loss.
Calculate metrics
Only ad spend, revenue and margin are required. Everything runs in your browser.
What does the calculator work out?
A high ROAS on its own says little. What matters is whether it is above your break-even point — and that depends on your margin.
ROAS
Revenue divided by ad spend — as a factor and in percent.
Break-even ROAS
The ROAS from which you stop losing money at your margin.
Conversion rate & CPA
Share of clicks that buy or enquire, and what one conversion costs.
CPM, CPC & CTR
Cost per 1,000 impressions, per click and the click-through rate.
Customer lifetime value
What a customer brings in over the whole relationship — and what a new customer may cost.
Profitability score
0 to 100: how far your ROAS is above or below break-even.
How it works
- Enter ad spend, revenue from ads and your margin.
- Optionally add clicks, impressions and conversions.
- Optionally add order value, purchase frequency and customer lifetime.
- Click “Calculate”: score, metrics and next steps.
Why it matters
Revenue is not profit
A ROAS of 3 sounds good — at a 25 % margin you still lose money. The break-even ROAS shows the real threshold.
Set bids correctly
With break-even ROAS and the affordable CPA you can set target ROAS and target CPA in Google Ads sensibly.
Think long term
If customers buy repeatedly, the first purchase may cost more. Lifetime value makes that visible.
Frequently asked questions
What is a good ROAS?
It depends on your margin. At a 50 % margin break-even is a ROAS of 2, at 20 % it is 5. Any ROAS clearly above your break-even is good.
How do I calculate break-even ROAS?
Break-even ROAS = 1 ÷ margin. At a 40 % margin that is 1 ÷ 0.4 = 2.5. Each euro of advertising must then bring at least €2.50 in revenue.
Which margin should I enter?
Your contribution margin after cost of goods, shipping and payment fees — not the mark-up. If unsure, use a cautious value.
What is the difference between ROAS and ROI?
ROAS relates revenue to ad spend. ROI looks at profit after all costs. The calculator shows both: ROAS and profit after ad spend.
Are my numbers stored?
No. The calculator runs entirely in your browser.
Want more profitable campaigns?
We steer Google Ads towards profit rather than clicks — with clean tracking, target ROAS and regular optimisation.
