Meta Ads

ROAS calculator

Enter your campaign parameters and get revenue, ROAS and net profit calculated automatically — with live what-if scenarios.

Campaign parameters

Total investment

€

CPC cost per click

€

Conversion rate

Average order value revenue per sale

€

Key results

Total clicks

—

Conversions

—

Revenue

—

Cost / conversion

—

Financial breakdown

Ad investment—

Gross revenue—

Net profit—

Scenario simulation

If CPC −20%

—

If conversion rate +1pt

—

If order value +10%

—

What counts as a good ROAS on Meta?

Reference criteria for Facebook and Instagram Ads campaigns — ROAS here is "revenue per € spent", the multiple shown in the banner above.

Metric	Poor	Average	Good
ROAS	Below 2x	2x – 4x	Above 4x
Conversion rate	Below 2%	2% – 6%	Above 6%

A ROAS below roughly 1.5x–2x usually means you're in the red once product cost, taxes and shipping are factored in. 2x–3x is the general platform average across most e-commerce sectors. From 4x–5x and beyond, the campaign is highly profitable and a strong candidate for scaling budget.

How it's calculated: Clicks = Investment ÷ CPC · Conversions = Clicks × Conversion rate · Revenue = Conversions × Average order value · Cost/conversion = Investment ÷ Conversions · Net profit = Revenue − Investment · ROAS = Revenue ÷ Investment.

! Context matters more than the number

A "good", "average" or "poor" ROAS depends entirely on your business model. A company with high profit margins can be profitable with a lower ROAS, while a business with tighter margins may need a much higher return just to break even.

That's why ROAS should always be read alongside other metrics — particularly Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV). This calculator treats the average order value as pure revenue; if you work with product margins rather than full ticket value, adjust the order value field accordingly.

ROAS also plays a key role in automation: ad platforms increasingly offer Target ROAS-style bidding strategies, using machine learning to optimize campaigns around the return you want — letting advertisers scale spend while protecting profitability.

The ranges shown here are indicative only — they depend on your sector, your specific account, and your company's margin. Because of this, treat them as a general guide and consult a specialist where possible, since you should also factor in your break-even ROAS: the minimum return needed just to cover costs before turning any profit.