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Free tool for B2B performance marketing

ROAS Calculator

Calculate return on ad spend, find your break-even ROAS and see what your campaign needs to earn after delivery costs and marketing investment.

Instant results. Transparent formulas. No sign-up.

Start with your campaign.

Replace the example values with figures from the same campaign and reporting period.

Display only; no exchange-rate conversion.
Media spend paid to advertising platforms.
Revenue credited to these ads. Use won revenue, not pipeline or lead scores.
Margin after product or service delivery costs, before the campaign costs below.
Creative, agency or tools costs outside media spend and gross margin. Enter 0 if none.
Amount you want left after delivery costs, ad spend and other campaign costs. Enter 0 to plan for break-even.

Example campaign

Your return on ad spend.

Enter valid campaign values to see the results.

Contribution excludes costs you have not entered. It is not net business profit. Example values are not performance benchmarks.

Plan the revenue you need.

Using your current spend, margin and desired campaign contribution. This is a target calculation, not a prediction.

Required revenue = (ad spend + other campaign costs + desired contribution) ÷ gross margin as a decimal.

How to use the ROAS calculator

  1. Enter your advertising spend and attributed revenue. Use the same campaign, attribution method and reporting window for both numbers.
  2. Add gross margin and other costs. These turn a revenue multiple into a campaign contribution calculation. Do not count the same cost twice.
  3. Set your desired contribution. See the revenue and ROAS needed to leave that amount after the costs included in the model.
  4. Review the results and export your plan. Compare campaigns using consistent definitions before changing investment.

For B2B campaigns, allow time for leads to become customers. A revenue-based calculation using an incomplete sales cycle can understate eventual return. A lifetime-revenue estimate and this quarter’s recognised revenue also describe different outcomes.

ROAS formula and worked example

ROAS = attributed advertising revenue ÷ advertising spend

If a campaign generates $40,000 in attributed revenue from $10,000 in advertising spend, its ROAS is 4.00×, or 400%. That means $4 in revenue for every $1 spent on advertising. It does not mean $4 in profit.

Why margin changes the answer

At a 50% gross margin, that revenue leaves $20,000 after delivery costs. Subtract $10,000 in ads and $2,000 in other campaign costs, and campaign contribution is $8,000. Return on the $12,000 campaign cost is approximately 66.67%.

Definition reference: Google Ads explains target ROAS as conversion value relative to advertising cost. This calculator uses attributed revenue as its value input.

Break-even ROAS calculator

Break-even is the revenue multiple required to cover the delivery and campaign costs included in your inputs. Without additional campaign costs, the formula simplifies to 1 ÷ gross margin as a decimal. At a 50% margin, that is 2.00×.

Break-even ROAS = (ad spend + other campaign costs) ÷ (ad spend × gross margin)

With $10,000 in ad spend, $2,000 in other campaign costs and a 50% margin, the break-even revenue is $24,000. Divide that by advertising spend to get a break-even ROAS of 2.40×. A 2.00× ROAS would still leave this campaign below break-even.

Use ROAS for B2B campaign decisions

Use attributed won revenue when assessing sales return. Pipeline value, lead scores and assigned conversion values can support optimisation, but should not be labelled realised revenue in this model.

Check attribution rules, conversion lag, revenue recognition and refunds before comparing periods. ROAS does not prove that advertising caused every attributed sale. The margin-based contribution view also excludes overhead, taxes and other business costs unless they are represented in the inputs.

Connect these results to a wider plan through Qualent Media’s performance marketing services and B2B campaign strategy services.

Understand your results

ROAS questions,
answered.

Keep revenue return, margin and campaign contribution separate so your next decision has a clear basis.

What is ROAS?

Return on ad spend measures attributed advertising revenue divided by advertising spend. A ROAS of 4.00× is the same as 400%: four units of revenue for each unit spent on ads. ROAS measures revenue return, not profit.

What is a good ROAS?

A useful ROAS target depends on gross margin, campaign costs and the contribution you need. Compare your result with the break-even ROAS calculated from your own inputs rather than treating one revenue multiple as suitable for every business.

How do I calculate break-even ROAS?

Divide advertising spend plus other campaign costs by advertising spend multiplied by gross margin as a decimal. With no other costs, this simplifies to 1 divided by gross margin. A 50% margin gives 2.00×; including $2,000 of other costs alongside $10,000 of ads raises it to 2.40×.

What is the difference between ROAS and ROI?

ROAS divides revenue by advertising spend. A return calculation uses a profit or contribution measure relative to a defined investment. This tool reports campaign contribution divided by advertising plus other campaign costs as return on campaign cost. It does not calculate net business ROI.

Can I enter pipeline value instead of revenue?

Use attributed won revenue for this calculation. Pipeline and assigned lead values are not realised revenue. If you use forecast revenue to explore a scenario, treat all results as estimates and use a matching forecast gross margin.

Is this ROAS calculator free?

Yes. The calculator and CSV export are free and require no sign-up. Calculations run in your browser. The tool does not store or send your campaign figures. Currency changes the display without converting the amounts.

Make your campaign spend accountable.

Discuss your audience, attribution and campaign economics with Qualent Media.

Discuss campaign performance