Marketing ROI / ROAS Calculator
Calculate profit-based marketing ROI, return on ad spend, campaign profit, and the revenue needed to break even.
View all free toolsCampaign inputs
Use the same attribution window and currency for every input.
Media spend paid directly to advertising platforms or publishers.
Creative, agency, software, sponsorship, and other incremental costs.
Incremental revenue credited to the campaign in the selected window.
Revenue remaining after cost of goods sold or service delivery.
Campaign status
Profitable
$40,000
Campaign profit equals attributed gross profit less ad spend and other campaign costs.
Marketing ROI
133.3%
Campaign profit divided by total campaign costs.
ROAS
4.00x
Attributed revenue divided by ad spend only.
Attributed gross profit
$70,000
Attributed revenue multiplied by gross margin.
Total campaign cost
$30,000
Ad spend plus other incremental campaign costs.
Break-even targets
Break-even revenue
$42,857
Break-even ROAS
1.71x
Marketing ROI and ROAS formulas
ROAS measures advertising efficiency at the revenue level. Marketing ROI goes further by applying gross margin and including the campaign costs that sit outside the media budget.
ROAS
Attributed revenue ÷ ad spend
Gross profit
Attributed revenue × gross margin
Marketing ROI
(Gross profit − total campaign cost) ÷ total campaign cost × 100
Break-even revenue
Total campaign cost ÷ gross margin
Use the result responsibly
Measure incrementality
Prefer controlled tests or credible lift analysis over platform-reported conversions alone.
Match the time window
Allow enough time for conversions, returns, cancellations, and repeat purchases to mature.
Include the full cost
Add creative, agency, tooling, and other incremental costs when evaluating true ROI.
Compare like with like
Use consistent attribution rules, margin definitions, and campaign windows across channels.
Connect marketing performance to cash flow
Campaign returns can look attractive while payment timing, inventory, or fulfillment still strains cash. Model both profit and cash timing before scaling spend.
Explore the Cash Flow ModelFrequently asked
ROAS divides attributed revenue by ad spend and focuses on media efficiency. Marketing ROI compares campaign profit with all campaign costs, so it incorporates gross margin and non-media costs.
Revenue is not profit. Applying gross margin removes the cost of delivering the product or service before comparing the campaign's return with its cost. This gives a more decision-useful ROI than a revenue-only calculation.
Include agency fees, creative production, software, freelancers, sponsorship fees, and campaign-specific labor when material. Keep ongoing overhead separate unless it is incremental to the campaign.
There is no universal target. A sustainable ROAS depends on gross margin, fulfillment costs, repeat purchases, and overhead. The break-even ROAS shown here is a better starting point than a generic benchmark.
Use incremental revenue caused by the campaign whenever possible. Platform-reported attribution can overstate impact when channels claim the same sale or would-have-happened conversions are included.
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