ROAS & unit economics calculator
Most brands optimise to ROAS without knowing their break-even. This calculator shows both — plus true lifetime ROAS — from your own numbers. Edit any assumption and every metric recalculates instantly, in your browser. Nothing is sent anywhere.
How to read these numbers
Break-even ROAS is the number that matters first
Break-even ROAS is 1 divided by your profit margin. At a 40% margin it is 2.5x. Any campaign below that loses money on every order, however good the ad account looks. Knowing this one figure changes which campaigns you cut and which you scale.
True ROAS tells you whether you can afford to buy the customer
First-order ROAS ignores everything that happens after the first purchase. If lifetime value is double the first order, a 2x first-order ROAS is a strong buy. If customers never reorder, a 4x can still be a slow loss once management cost is included.
Contribution, not revenue, pays your salary
Revenue per euro of ad spend is a vanity figure until margin and management cost come out of it. The monthly profit line is the one to watch.
Common questions
What is break-even ROAS?
Break-even ROAS is 1 divided by your profit margin. At a 40% margin, break-even ROAS is 2.5x — below that you lose money on every order, no matter how good the ad account looks.
What is 'true ROAS'?
True ROAS uses customer lifetime value instead of first-order revenue. A 2x first-order ROAS can be strongly profitable if customers reorder, and a 4x can be unprofitable if they never come back.
Why does ROAS alone mislead?
ROAS ignores margin, management cost and repeat purchase. Two brands can both report 3x ROAS while one compounds and the other quietly loses money on every sale.
Is my data sent anywhere?
No. The calculator runs entirely in your browser. Nothing is transmitted, stored or logged.
If the numbers here say your account is underwater, the Revenue Leak Audit finds out exactly where. Built by Juliana Vedricka, growth partner and digital marketing specialist for e-commerce and B2B brands. Or see what fixing it looked like on a real account.