Free tool · return on ad spend and break-even ROAS

Free ROAS calculator

ROAS (return on ad spend) is the revenue a campaign brings in for every pound spent on ads: revenue divided by ad spend. This free ROAS calculator works it out, and when you add your profit margin it shows your break-even ROAS, so you can see whether a campaign makes money once the ads are paid for.

By the Dolphin Analytics team · Last updated · ROAS as defined in Google Ads Help (target ROAS)

Revenue credited to the campaign in the same date range.
What the campaign cost in media.
Gross margin on what you sell, after product and delivery costs. Adds break-even ROAS.
Your ROAS 4.00x £2,000.00 ÷ £500.00 = 4.00x
From the same numbers
ROAS as a percentage
400%
Break-even ROAS
2.50x
Profit after ad spend
£300.00
At or above break-even: the margin on this revenue covers the ad spend.

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What is ROAS?

Return on ad spend is revenue divided by ad spend. A ROAS of 4x, or 400%, means £4 of revenue for every £1 spent on ads. Google Ads uses the same measure for target ROAS bidding, where it is shown as a percentage.

What is break-even ROAS?

Break-even ROAS is the ROAS at which the profit margin on ad-driven sales exactly pays for the ads. It is 1 divided by your profit margin: at a 40% margin, break-even ROAS is 1 ÷ 0.40 = 2.5x. Below it, the sales the ads bring in lose money once the ad cost is counted.

Profit marginSumBreak-even ROAS
20%1 ÷ 0.205.00x
25%1 ÷ 0.254.00x
40%1 ÷ 0.402.50x
50%1 ÷ 0.502.00x
60%1 ÷ 0.601.67x

Is ROAS the same as ROI?

No. ROAS compares revenue with ad spend only. ROI compares profit with every cost of the campaign: product costs, agency fees, tools and staff time as well as media. A campaign can show a healthy ROAS and still lose money once those costs are counted.

Frequently asked questions

Is this ROAS calculator free?

Yes. The Dolphin Analytics ROAS calculator is free, needs no sign-up and runs in your browser, so the numbers you enter never leave your device.

What is a good ROAS?

A good ROAS is one above your break-even ROAS, and that depends on your margin. A 3x ROAS makes money at a 50% margin, where break-even is 2x, and loses money at a 25% margin, where break-even is 4x.

How do I calculate ROAS as a percentage?

Divide revenue by ad spend and multiply by 100. £2,000 of revenue from £500 of spend is 400%, the same as 4x.

How do I convert ROAS to ACOS?

Divide 100 by the ROAS. A 4x ROAS is a 25% ACOS, and a 2.5x ROAS is a 40% ACOS. Our free ACOS calculator works it out from your spend and sales.

Which revenue figure should I use?

Use the revenue the campaign really drove. Ad platforms often credit themselves with more than GA4 or your shop records, because each one claims the sale under its own attribution rules. If the platforms add up to more than your total sales, the tracking needs checking.

Does ROAS include product costs?

No. ROAS uses revenue, not profit. That is why break-even ROAS matters: it builds your margin into the target.

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