Break-even ROAS calculator
What a typical customer pays per order.
What the product costs you to make or buy.
Card fees, Shopify or marketplace fees.
Used for your target ROAS. Set to 0 to see break-even only.
Include repeat visits you can reasonably expect in the first year.
For example, 2 in 10 leads book and pay = 20%.
This calculator gives estimates for planning only, based on the numbers you enter. It doesn't include fixed costs such as rent, salaries or management fees, and it isn't financial advice. Real results vary.
How to use your result
- Compare it with real ROAS, not platform ROAS. Ad platforms can over-count sales. Check revenue against actual orders before deciding a campaign is profitable. ROAS explained →
- Use the target figure to set campaign goals. Google Ads "target ROAS" and Meta cost caps work best when they're based on your real margins.
- Separate brand from new customers. Brand searches often show high ROAS because those buyers already knew you. Judge new-customer campaigns against your break-even on their own.
- Remember lifetime value. If customers come back again and again, a first sale near break-even can still be very profitable over time.
The formulas
Profit per order before ads = order value × (1 − product cost % − fees % − returns %) − shipping.
Break-even ROAS = order value ÷ profit per order before ads.
Break-even cost per lead = customer value × margin × lead-to-customer rate.
Is your ROAS above break-even?
Email us your numbers and where you advertise. We'll tell you honestly whether your campaigns are making money, and what we'd change first.