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Free tool · ROAS calculator
ROAS calculator: the ROAS above which advertising actually makes a profit
ROAS (return on ad spend) is the revenue each euro of advertising brings. On its own it does not say whether you make money: a ROAS of 4 in a category with a 20% margin is a loss, in a category with 50% it is profit. This tool calculates your own break-even ROAS — the point where the order leaves neither profit nor loss — from seven numbers of your store, and shows what is left per order at each ROAS level.
Your numbers
Seven numbers
What comes out
Your advertising threshold
What is left per order at each ROAS
What it means for you
The calculation is per order and does not include your fixed costs (salaries, rent, subscriptions). How those enter the account too: Online store profitability →
How we calculate it
Three operations — and why the platform dashboard does not do them
Platforms show ROAS on revenue. Profit is judged on what is left after the product, the fees, the shipping and the returns.
Average order after returns × gross margin − payment and marketplace fees − shipping and packaging. This is the amount that can go to advertising before the loss starts.
Average order divided by profit per order. Example: a 50-euro order with 12 euros of profit → break-even ROAS 4.2. Below that, every order from advertising brings a loss.
If customers buy again, the first one can cost more than the profit of the first order. The tool calculates it with the repeat rates you enter — not with assumptions.
Online store profitability
The guide: how profit per order is calculated, with VAT, fixed costs and the seven mistakes that hide a loss.
The guide →Ads Audit
If the ROAS in the report and the bank balance disagree: an independent review of the accounts by John Kiskipelis.
Ads Audit →Online Store Profitability Index
A few-minute test of where your store is weakest, across 8 points.
Take the test →Performance marketing
Google, Meta, Skroutz, measured in cost per order — by the agency.
Performance marketing →Profitability Audit
Where the profit leaks, across six areas — by John Kiskipelis.
Profitability Audit →Frequently asked questions about ROAS
What is ROAS?
Return on ad spend: the revenue each euro of advertising brings. A ROAS of 4 means €4 of revenue for €1 of advertising. It is measured on revenue, not on profit — which is why on its own it does not say whether advertising pays.
What is break-even ROAS?
The ROAS at which an order from advertising leaves neither profit nor loss. It is calculated as average order divided by profit per order before advertising. It differs per category, because the margin differs.
What is a good ROAS?
One that is far enough above your own break-even for profit to remain after advertising — not a number that applies to everyone. In a category with a 20% margin the break-even is close to 5; in a category with 50%, close to 2.
Why does the tool ask for fees and returns?
Because they come out of the same amount that would go to advertising. A 10% marketplace commission and 8% returns change the break-even ROAS more than most stores expect.
What does the calculation not include?
Fixed costs (salaries, rent, subscriptions) and VAT. It is a per-order calculation, to decide whether and how much you advertise. For monthly profit, the online store profitability guide shows how those enter too.
Do you store the numbers I enter?
No. The calculation runs in your browser and nothing is sent anywhere.
