ROAS and break-even ROAS calculator
This ROAS calculator shows your return on ad spend and your break-even ROAS: the minimum ROAS you need before ads make a profit. Enter your ad spend, ad revenue and product margins. If your ROAS is above break-even, your ads are profitable.
Last updated: October 2026
Your ROAS
Rates checked September 2026. Figures are estimates for planning, not financial advice. Check Shopify's own pricing page before deciding.
How to use it
- Enter your ad spend and the revenue those ads generated, from Meta, Google or TikTok.
- Enter product cost and other costs as a percentage of your price.
- Compare your ROAS with your break-even ROAS.
How it works
ROAS = ad revenue ÷ ad spend. A ROAS of 3 means £3 back for every £1 spent.
Break-even ROAS = 1 ÷ profit margin before ads. If you keep 40% of each sale before ads, break-even ROAS is 1 ÷ 0.40 = 2.5.
If you're VAT registered, VAT is removed from revenue first, because ad platforms report revenue including VAT.
Frequently asked questions
What is a good ROAS for a UK Shopify store?
It depends on your margins. See typical targets.
Why does Meta show a different ROAS to Shopify?
Attribution windows and tracking differ. Read why.
Should I aim just above break-even?
Only if repeat purchases make first orders worth it. Otherwise aim comfortably above break-even to cover overheads.
Is ROAS the same as profit?
No. A high ROAS on low-margin products can still lose money.
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