Free tool
ROAS Calculator
Work out what a month of ad spend should return before you spend it. On all-industry benchmarks, $3,000 on Meta at a $60 average order value projects 214,286 impressions, 3,000 clicks, 264 conversions and 5.28x ROAS.
Last updated: 2026-08-06
ROAS is return on ad spend: the revenue an ad account produced divided by what you paid for it. A campaign that spent $3,000 and drove $15,840 in tracked revenue returned 5.28x. It is the one number every media buyer is asked for in the first ten seconds of a review, and the only one that says whether the account should get more money next month or less.
The problem with the question is that most people ask it before there is any data. This calculator answers it from four things you already know or can decide: which platform you are buying on, how much you are spending per month, what an average order is worth to you, and what a visitor is worth once they land. The first three you type. The fourth comes from platform benchmarks, and you can overwrite any of them.
The chain runs budget to impressions to clicks to conversions to revenue. Your budget divided by CPM times 1,000 gives impressions. Impressions times click-through rate gives clicks. Clicks times landing page conversion rate gives conversions. Conversions times average order value gives revenue, and revenue divided by spend is your ROAS. Every stage is computed from the unrounded stage above it, so the number at the bottom is not a pile of rounding errors.
The default CPM, CTR and CVR are all-industry blends estimated from public advertising benchmark roundups and platform-published averages. They are a planning starting point, not a forecast: a 2% landing page conversion rate instead of the 8.8% Meta blend turns that same $3,000 month from 264 conversions at 5.28x into 60 conversions at 1.20x. If you have your own numbers from a previous month, put them in. The projection is only ever as good as its worst assumption.
impressions = budget / CPM x 1000, clicks = impressions x CTR, conversions = clicks x CVR
Enter a monthly budget and your average order value to see the projection.
Every benchmark this page uses is printed further down, so you can read the numbers without entering anything at all.
Advertising benchmarks by platform
The default assumptions behind every projection on this page, plus what each one produces on a $3,000 month. The last two columns do not depend on your order value, so they are the fairest way to compare the five platforms against each other.
| Platform | CPM | CTR | Landing page CVR | Clicks on $3,000 | Conversions | Cost per conversion |
|---|---|---|---|---|---|---|
| Meta (Facebook and Instagram) | $14 | 1.4% | 8.8% | 3,000 | 264 | $11 |
| Google Ads | $38 | 4% | 5% | 3,158 | 158 | $19 |
| TikTok Ads | $10 | 0.9% | 2.5% | 2,700 | 68 | $44 |
| LinkedIn Ads | $33 | 0.6% | 4% | 545 | 22 | $138 |
| Pinterest Ads | $6 | 0.6% | 2% | 3,000 | 60 | $50 |
Benchmarks are estimates blended from public advertising benchmark roundups and platform-published averages, last reviewed 2026-08-03. They are all-industry blends, so your vertical, offer and creative can move every number here. Use them as a planning starting point, not a forecast.
Read the cost per conversion column as the order value you need just to break even, because revenue matches spend exactly at that point. Pinterest is the cheapest impression in the set at $6 per thousand and LinkedIn the most expensive customer at $138, which is why one sells homeware and the other sells software. The Google row is a search and display blend rather than pure search, so its 4% click-through sits below what a search-only account would report and its $38 CPM above what a display-only one would.
How the math works
Five steps, each one computed from the unrounded result of the step above it. The example below spends $3,000 on Meta (Facebook and Instagram) at a $60 average order value, using the platform benchmarks as they stand.
- 1impressions = budget / CPM x 1,000
$3,000 / $14 x 1,000 = 214,286 impressions
CPM is priced per thousand impressions, which is where the 1,000 comes from.
- 2clicks = impressions x CTR
214,286 x 1.4% = 3,000 clicks
Click-through rate is the first place creative shows up in the chain, and doubling it doubles everything below.
- 3conversions = clicks x conversion rate
3,000 x 8.8% = 264 conversions
This is the landing page rate, not the ad. It is the assumption that varies most between accounts.
- 4revenue = conversions x average order value
264 x $60 = $15,840
Order value is the only input the platform has no say in, and the one you can raise without spending more.
- 5ROAS = revenue / spend
$15,840 / $3,000 = 5.28x
Cost per conversion falls out of the same numbers: $3,000 / 264 = $11.
Why the assumptions matter more than the math
Hold everything else and move the landing page conversion rate from the 8.8% all-industry blend to a more typical ecommerce 2%, and the same $3,000 goes from 264 conversions at 5.28x to 60 at 1.20x, with cost per conversion rising from $11 to $50.
Order value swings it just as hard. The same $3,000 on LinkedIn Ads projects 0.44x against a $60 basket and 6.55x against a $900 contract, on identical delivery. LinkedIn is not a worse platform at the smaller order value, it is the wrong platform for it.
Where these numbers come from
Benchmarks are estimates blended from public advertising benchmark roundups and platform-published averages, last reviewed 2026-08-03. They are all-industry blends, so your vertical, offer and creative can move every number here. Use them as a planning starting point, not a forecast.
Nothing on this page is measured from your ad account or from any private dataset. The benchmarks are public-source estimates, the emailed plan is built from exactly the same figures and the same formula you can read here, and the projection is arithmetic rather than a prediction: it tells you what a month at these assumptions would produce, which is the number worth arguing with before you spend anything.
How to use the projection
- Know your breakeven ROAS before you look at the projected one. If your gross margin is 40%, you need 2.5x just to stand still, and a 3x month is a thin win rather than a good one. A projection that beats a target you never set is not information.
- Replace the benchmark conversion rate first. CPM and CTR sit inside a fairly narrow band across accounts, but landing page conversion rate ranges from under 1% to well past 10%, so it is the assumption that decides whether the projection is useful or decorative.
- Read cost per conversion as the order value you need to break even. Revenue equals spend exactly when your average order equals your cost per conversion, so a $44 cost per conversion on TikTok means anything under a $44 basket is losing money before you have paid for anything else.
- Give a change two weeks before you judge it. Every platform re-learns after a budget move, an audience edit or a new creative, and the first few days of that period are the most expensive and least representative in the whole month.
- Check the platform number against your own analytics once a month. Ad platforms attribute generously to themselves, so reported revenue routinely runs ahead of what the store recorded. Pick one source of truth, write it down, and compare every month against the same one.
- Treat creative as the biggest lever in the chain. Bidding tweaks move CPM by single-digit percentages; a hook that works can double click-through rate, and a doubled CTR doubles the whole projection below it without you spending another dollar.
Frequently asked questions
What is a good ROAS?
It depends entirely on your margin, which is why no single number is right. Divide 1 by your gross margin to get the point where you break even: at a 40% margin that is 2.5x, at a 25% margin it is 4x. Ecommerce accounts commonly target 3x to 4x, subscription businesses often accept under 1x on the first order because the second and third are free, and a lead generation account should be judged on cost per qualified lead rather than on ROAS at all.
How is ROAS calculated?
ROAS equals revenue attributed to the ads divided by the amount spent on them. $15,840 in revenue on $3,000 of spend is 5.28x. This calculator gets to revenue the long way, because you do not have it yet: budget divided by CPM times 1,000 gives impressions, impressions times CTR gives clicks, clicks times conversion rate gives conversions, and conversions times average order value gives revenue. Change any one assumption and everything below it moves.
What is the difference between ROAS and ROI?
ROAS measures revenue against ad spend only. ROI measures profit against total cost, so it also carries your cost of goods, shipping, payment fees, agency retainers and the salary of whoever is running the account. A 3x ROAS can be a healthy ROI on a software product with a 90% margin and a straight loss on a physical product with a 30% margin. ROAS is the campaign scoreboard, ROI is whether the business made money.
Where do the CPM, CTR and conversion rate benchmarks come from?
They are estimates blended from public advertising benchmark roundups of the kind published annually by the large agency and tooling vendors, plus averages the platforms publish themselves. They are all-industry blends, so your vertical, offer and creative move every one of them. The Google row is a search and display blend rather than pure search, which is why its click-through rate sits at 4.0% instead of the higher figure a search-only account would see. Every default can be overwritten in the advanced fields.
Do I get the full media plan?
Yes, by email. The projection itself and every benchmark on this page are free to read with no address at all. The budget split, the cost per conversion target and the written assumption list unlock when you ask us to send them, and the emailed version is built from exactly the same public estimates and the same formula you can read here. There is no paid tier and no extra data behind the form.
Is my data stored?
The projection runs entirely in your browser and nothing leaves the page while you type. We receive something only if you ask for the plan by email, and then it is your address, the figures you entered and which page you were on, so we can send the plan and know which tool produced it. Marketing email is a separate checkbox that starts unticked.
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