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Break-Even ROAS Calculator (Free)

Enter your average order value and what an order costs you. The calculator gives your gross margin, the ROAS at which ads break even and the most you can pay for a customer.

The break-even ROAS formula

Break-even ROAS = 1 ÷ gross margin. Gross margin = (order value − product cost − shipping − payment fees) ÷ order value. With a $60 order, $15 of product, $6 of shipping and 3% of fees, the margin is 62% and the break-even ROAS is 1.61. Below it, each sale loses money on the first order.

Maximum CPA

Maximum CPA = order value × gross margin. In the example: $37.20. It is the same limit seen from the cost side.

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Questions

What is break-even ROAS?

The return on ad spend at which the gross profit of your sales equals what you spent on ads. Above it you make money on the first order, below it you lose.

How do I lower my break-even ROAS?

Raise the margin: a higher order value through bundles, a lower product or shipping cost, or fewer discounts.

Should I count repeat purchases?

Break-even ROAS looks at the first order. If customers reorder, you can accept a lower first-order ROAS; work that out from your own repeat rate.

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