Break-even ROAS
The number every ad account should be judged against. Break-even ROAS is the revenue per dollar of ads at which an order makes nothing and loses nothing.
At 1.83x you cover product, shipping, and fees but earn nothing. Most brands target 1.5 to 2 times break-even to pay for overhead and growth.
How the math works
- Payment fee = price × fee percent
- Contribution = price minus cost of goods minus shipping minus payment fee
- Break-even ROAS = price ÷ contribution
- Max cost per order = contribution, the most you can spend to win one sale and not lose money
A 2.0 break-even ROAS means half of every order is cost, so ads have to return two dollars per dollar just to stand still. Set your target above it by enough to cover overhead and growth.
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The same numbers, on a canvas with a node per step. Put your real pages in, let the Setup Assistant install tracking, and watch the forecast column turn into actuals.
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Funnel forecast
Traffic, cost per click, and step rates in. Leads, customers, revenue, profit, CAC, and ROAS out.
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Order value, purchase frequency, margin, and CAC in. Lifetime value, LTV to CAC, and months to pay back a customer.
Webinar funnel math
Registration, show, pitch, and close rates in. Registrants, buyers, cost per registrant, and profit out.