Calculate your ROAS
What counts as a "good" ROAS?
There is no universal answer, and anyone who gives you one is selling something. It depends entirely on your margin.
A 3x ROAS is comfortable at 60% product margin and a slow leak at 25%. Same number, opposite outcome. This is why platform dashboards mislead so reliably - they celebrate revenue, because revenue is the only thing they can see. You bank profit.
| Your gross margin | You break even at | Comfortable target |
|---|---|---|
| 25% | 4.0x | 5x and above |
| 40% | 2.5x | 3.5x and above |
| 60% | 1.7x | 2.5x and above |
| 80% | 1.25x | 2x and above |
Work out your own floor rather than borrowing someone else's benchmark - the breakeven ROAS calculator does it from your margin in one field.
The trap: adding platform ROAS numbers together
Meta reports the revenue it believes its ads caused. Google does the same. Both count a customer who saw a Meta ad on Monday and clicked a Google ad on Thursday. Add their ROAS figures together and you have counted that person twice.
Google explains its own version of this in its conversion value documentation, and Meta counts differently again. The honest number is blended: total store revenue divided by total ad spend, across every platform. It is always lower than the sum of the dashboards, and it is the only one that matches your bank account.
See your blended number without the spreadsheet
Magneety pulls real revenue from Shopify or WooCommerce and spend from every ad account, then shows one blended figure - and what it is after your margin, not just before it.
14-day trial · no card · cancel anytimeWhat to do with the number
A ROAS on its own is a scoreboard, not an instruction. Three questions turn it into a decision:
- Is it above your breakeven? If not, nothing else matters - fix that before scaling anything.
- Is it trending up or down? A 3x falling from 5x is a different problem than a 3x climbing from 2x.
- Is the tracking even honest? If Meta cannot see a third of your sales, your real ROAS is better than the dashboard says, and you may be switching off ads that work. Here is how to check.
Other calculators
Common questions
What is a good ROAS?
Whatever is comfortably above your breakeven, which is 1 divided by your gross margin. At 40% margin you break even at 2.5x, so 3.5x or better is healthy. A single benchmark quoted without a margin attached is meaningless.
Should I use revenue or profit in the calculation?
Revenue gives you the standard ROAS everyone quotes, which is useful for comparing against benchmarks. Profit gives you the number that decides whether to keep spending. Calculate both - if they lead to different decisions, trust the profit one.
Why is my ROAS different in Meta and in my store?
They measure different things. Meta counts sales it attributes to its own ads within its attribution window; your store counts every order regardless of source. Meta also misses sales when browser tracking is blocked, which usually makes its number too low rather than too high.
Is a 10x ROAS always better than 3x?
Not necessarily. A very high ROAS often means you are underspending on a small, easy audience. Pushing to 3x at five times the spend usually makes far more total profit than holding 10x on a tiny budget. Optimise total profit, not the ratio.
Stop calculating. See it live.
Connect your ads and your store once. Magneety keeps this number current, blended across every platform, and tells you when it moves.
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