A ROAS calculator divides the revenue your ads brought in by what you spent on them.
Enter your ad spend and attributed revenue above, and you get return on ad spend as a ratio (4.1x) and a percentage (410%).
That number shows how much revenue each dollar of ads returned. It does not show profit.
Using the calculator
You need two numbers for the same date range and the same campaigns: total ad spend and the revenue credited to those ads.
Pull both from one place, like Ads Manager, Google Ads, or your attribution tool, so they line up.
The calculator is free, needs no signup, and works for any currency.
Just keep spend and revenue in the same currency.
How the ROAS formula works
The ROAS formula is one line:
ROAS = attributed revenue ÷ ad spend
Multiply by 100 to get a percentage. Google writes its example as "$5 USD in sales ÷ $1 USD in ad spend x 100% = 500% target ROAS".
Google Ads also reports the same ratio under the label "Conv. value / cost."
Meta defines website purchase ROAS as website purchase conversion value divided by total amount spent, based on purchases recorded by the Meta pixel or Conversions API and attributed to your ads.
Meta notes the figure may include statistical modeling when events can't be counted directly.
That last point matters. The revenue in your ROAS is whatever the platform credits to its ads, not what landed in your bank account.
Two platforms can both claim the same sale.
That's why many teams also track blended ROAS, or MER: total store revenue divided by total ad spend across every channel.
ROAS in Excel or Google Sheets
If you'd rather keep a spreadsheet, put spend in column A and revenue in column B, then use:
- Ratio: =IFERROR(B2/A2,0), formatted as a number with two decimals
- Percentage: the same formula, formatted as a percentage
The IFERROR wrapper stops a divide-by-zero error on rows where spend is zero.
Worked example from a real result
@EcomRedneck posted a day of Meta product tests where $100 in spend brought in $410 in sales. Here's the math:
- Revenue: $410
- Ad spend: $100
- ROAS = $410 ÷ $100 = 4.10x, or 410%
In plain terms, every $1 of ads returned $4.10 in sales on day one.
Whether that's a good day depends on margins, which the next section covers.
You can also run the formula backward. @SamPiliero shared a women's apparel account that hit ROAS 5.53 on $50k of Meta spend in a month.
Revenue = ROAS × spend, so 5.53 × $50,000 works out to roughly $276,500 in attributed revenue, if the spend was exactly $50k.
The same reverse math on @AshvinMelwani's ROAS 1.87 on $186k lifetime spend works out to roughly $347,800 in attributed revenue from one angle (1.87 × $186,000), if the spend was exactly $186k.
One warning on small numbers. @SamPiliero also posted a retargeting ad showing ROAS 51,287 on $0.02 of spend, an attribution quirk rather than a real win.
When spend is tiny, any credited sale makes ROAS explode.
Judge ROAS on enough spend to mean something.
The ratio is only as good as the revenue figure going in.
If you suspect your platforms are double-counting sales, a tracking tool like Hyros tries to tie each sale back to the ad that drove it.
We earn a commission if you sign up through our link.
It's built for businesses with real spend and longer sales cycles, so it's likely overkill for a store spending a few hundred dollars a month.
Read our Hyros review or the broader attribution software roundup before you commit.
Next: find your break-even ROAS
A 4x ROAS can lose money if your product costs, shipping and fees eat most of each sale.
The number that tells you whether you're profitable is your break-even ROAS: 1 ÷ your profit margin before ad costs.
At a 40% margin, break-even is 2.5x. Anything above that is profit, anything below is a loss.
Running the numbers both ways shows why a "low" ROAS can still work. @runtraffic posted a Google affiliate test at ROAS 1.36 with $9.7k profit in 15 days.
And @runtraffic scaled a YouTube account by $682k in spend while ROAS rose from 0.76 to 1.51.
Margins and goals decide what a good number is, not the ratio alone.
Once you know your break-even, compare it against what a good ROAS is for your platform and vertical, and browse real results in the database to see what other advertisers hit.
If you're also tracking cost per sale, the CPA calculator pairs well with this one.
For profit after every cost, see ROAS vs ROI.
If your ROAS is stuck below break-even and you'd like help, we can match you with a vetted media buyer or agency.