Free calculator
ROAS calculator
Measure return on ad spend (ROAS) from two numbers in the same currency: ad spend and attributed revenue from the ads you are evaluating. We show ROAS as a multiple (for example 4×) and as a percent (400%) so you can match how your ad platform or finance team labels the metric. This is not an attribution engine, not Target ROAS bidding advice, and not the same definition as ROI on the same inputs—see the methodology and FAQs.
When to use this calculator
Quick headline checks for paid campaigns—same spirit as a scratch block in Sheets or Excel before you build a full funnel model.
- Turn export totals for a flight or date range into ROAS to compare against a target or a prior period.
- Sanity-check whether a ratio someone quoted as “400% ROAS” matches revenue ÷ spend (it is 4×, not 4%).
- Copy the ÷ pattern into a workbook row so finance and marketing share one definition in a memo.
- Jump to the ROI calculator when you need (return − cost) ÷ cost on invested vs returned cash, or margin & markup for unit economics.
Return on ad spend on this page is attributed revenue from ads divided by cost of those ads for the same scope and currency.
ROAS multiple and percent
ROAS = revenue ÷ ad spend. The multiple is that quotient (for example 4.0). The percent line is × 100 (for example 400%). Both are the same underlying ratio—labels differ by team.
Cost per dollar of revenue
When revenue > 0, ad spend ÷ revenue is the reciprocal of ROAS (1 ÷ ROAS as a multiple). It answers “how much did we spend to earn one currency unit of attributed revenue?”
What we do not model
View-through, multi-touch, blended MER, profit / POAS, taxes, refunds, and FX are out of scope for v1. Break-even ROAS from gross margin is a common next step—see the FAQ—use the margin & markup tool for margin % on a unit.
For spreadsheet parity, keep currency and time range aligned with the exports you paste from ad platforms. For (returned − invested) ÷ invested on two cash totals, open the ROI calculator. For (price − cost) ÷ price style gross margin %, open margin & markup. For units to cover fixed costs, open the break-even calculator.
Google Sheets & Excel
English US/UK function names below. ROAS here is revenue ÷ ad spend. Put ad spend in A2 and attributed revenue in B2.
=B2/A2That is revenue per unit of spend (for example 5 means $5 revenue per $1 spent). Format as Number, not percent, unless you intentionally want a different display.
=B2/A2Apply Percent cell formatting to show 400% when the multiple is 4. Same formula as the multiple—only the format changes.
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Frequently asked questions
What is ROAS?
Return on ad spend measures how much attributed revenue you record for each currency unit spent on ads. On this page: ROAS = revenue ÷ ad spend as a multiple, and the same value × 100 as a percent.
What is the ROAS formula here?
ROAS multiple = attributed revenue ÷ ad spend. ROAS % = that ratio × 100. Example: $5,000 revenue and $1,000 spend → 5× or 500%.
Is ROAS a percent or a multiple?
Both are common. 5× and 500% describe the same ratio here (revenue ÷ spend). Pick one convention for dashboards and stick to it—we show both to reduce confusion.
How is ROAS different from ROI on the same two numbers?
ROAS = revenue ÷ spend. ROI on marketing spend is often (revenue − spend) ÷ spend. Example: spend 100, revenue 500 → ROAS 5× but ROI 400% (gain 400 on 100 invested). Use the ROI calculator when you need the gain ÷ cost definition.
Why might this ROAS differ from Meta, Google Ads, or Shopify?
Platforms differ on click vs view, conversion window, modeled conversions, currency, and whether revenue is gross or net of refunds. This tool only divides the two numbers you enter—treat exports as the source of truth for definitions.
What is a “good” ROAS?
It depends on gross margin, fixed costs, customer acquisition payback, and strategy. Higher is better only when revenue is measured the same way over time. We do not publish industry promises—use your unit economics and finance guardrails.
What is break-even ROAS?
A common e-commerce shortcut: if variable profit is about gross margin × revenue, then break-even ROAS is roughly 1 ÷ gross margin (as a decimal). Example: 40% margin → about 2.5× ROAS to break even on ad spend alone. Fixed costs and fees change the real threshold—treat this as a conversation starter, not a universal rule.
How do I match this in Google Sheets or Excel?
With spend in A2 and revenue in B2, use =B2/A2. For a percent display, keep the same formula and set the cell to Percent format. In non-English Excel, insert QUOTIENT only if you need integer division—ROAS needs real division.
Do you show MER, ACOS, or TACOS?
Not in v1. ACOS (ad spend ÷ revenue) is the reciprocal of ROAS when both use the same numerator and denominator. MER blends paid and organic—different scope. If you need ad spend ÷ revenue as a percent, compute spend ÷ revenue separately or read the cost per $1 revenue line when revenue > 0.
Is this advertising, tax, or legal advice?
No. It is a free educational calculator—not a substitute for qualified professionals, not a bid strategy, and not an official attribution or platform report.