Break-even ROAS
calculator.
Break-even ROAS is your order value divided by what you keep from each order after product, shipping, fees and returns. Below it, every sale loses money. Your max CPA is the amount you keep.
Your order
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Break-even ROAS. Each $1 of ad spend has to bring back $1.97 in sales. You keep 50.9% of each order.
The formula, in one line.
Work out what one order leaves you after every variable cost. That amount is the most you can pay to get the order, and the order value divided by it is the ROAS you need.
Contribution = AOV - COGS - shipping - AOV x fee% - AOV x return% - otherBreak-even ROAS = AOV / contributionMax CPA = contributionTarget ROAS = AOV / (contribution - AOV x target%)Why not 1 / gross margin?
Which ROAS to compare it to
A $90 watch order.
Illustrative numbers, not a real store. The calculator above starts with them; swap in your own.
- Order value
- $90.00
- Minus product $27, shipping $8, other $2
- - $37.00
- Minus fees 3% and returns 5% of $90
- - $7.20
- Contribution = max CPA
- $45.80
- Break-even ROAS = 90 / 45.80
- 1.97
- Target ROAS at 10% profit = 90 / (45.80 - 9)
- 2.45
Stats
Spend
$13,740last 30d
Blended ROAS
2.31xrevenue / spend
Active winners
4ROAS ≥ 1.5x
Spend on winners
71.4%share of window spend
Creative leaderboard
Top ads this window
| Ad | Stage | |||||
|---|---|---|---|---|---|---|
 ugc-maya-field40-giftProspecting - Broad | Winner | $4,210 | 3.42x | 2.31% | 186.4K | 76 |
 motion-diver42-freeshippingProspecting - Broad | Winner | $3,180 | 2.64x | 1.88% | 152.9K | 44 |
 ugc-sam-chrono39-wristGifting - Q4 | Winner | $2,460 | 1.71x | 1.42% | 121.3K | 22 |
 studio-diver42-detailRetargeting - 30d | Testing | $1,890 | 1.18x | 0.94% | 98.7K | 12 |
 motion-straps-offerRetargeting - 30d | Underperforming | $1,240 | 0.62x | 0.51% | 88.2K | 4 |
 studio-field40-flatlayProspecting - Broad | Paused | $760 | 1.36x | 1.12% | 40.1K | 5 |
ROAS on every creative, nightly.
Fovea syncs Meta spend and purchase ROAS every night and shows them next to each creative you link, red to green. Hold your break-even line up against the leaderboard and see which creatives clear it.
Questions, answered.
What is a good break-even ROAS?+
There is no good one, only yours. A product that keeps 70% of each order can break even near 1.5; one that keeps 30% needs well over 3. That is why the calculator asks for your costs instead of quoting an average.
Is max CPA the same as target CPA?+
No. Max CPA is the most you can pay for an order and still break even: it equals what the order leaves after variable costs. Target CPA is lower, because it leaves room for profit. Add a target profit % to see both.
Why is my break-even higher than 1 / gross margin?+
The shortcut only counts product cost. Shipping, payment fees and returns come out of the same order, so your real line is higher. Leave them at zero and the two numbers match.
Should I include returns?+
Yes, as a percent of order value. A refunded order still cost you the ad spend, and often the shipping both ways. Use your store's last 90 days if you have it.
Does this work for subscriptions?+
It works per order. For subscriptions, use the value of the orders you expect from one customer (for example the first three months) as the order value, and the costs of those orders. Be honest about churn.
Does the calculator store my numbers?+
No. Everything runs in your browser. Nothing you type is sent anywhere or saved.
Know your line.
See who clears it.
Fovea puts spend and ROAS next to every creative you link, so you can see which ads sit above break-even and which products they sell.
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