ROAS calculator
Updated 2026-09-05 · Risk-term list version 2026-08-15c
ROAS is revenue divided by ad spend. This ROAS calculator does that division and then answers the question the ratio cannot: has this cell spent enough for the number to mean anything yet?
It applies the thresholds published on this site: a $30 minimum per cell, a 5-day window, and ROAS above 1.2× your target before you add 50% budget. Every verdict names the rule it used, so you can disagree with it and substitute your own numbers.
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What this ROAS calculator does that a division does not
ROAS is revenue divided by ad spend. Any calculator does that division; what a ratio cannot tell you is whether it means anything yet. A cell that spent $6 and returned a ROAS of 0.8 is not a failed creative — it is an underspent cell, and confusing the two is the most common and most expensive false execution in creative testing.
So this page looks at spend first: below the $30-per-cell minimum it refuses to conclude and tells you how far short you are. The table below is the complete rule set it applies — you can read it by hand and get the same answer.
| What the numbers look like | What it means | What to do |
|---|---|---|
| Spend below $30 | Nothing to conclude yet | Run it to the minimum, or accept that this cell bought no information |
| ROAS above target × 1.2, minimum spent | It works | Add 50% budget and produce two new hooks on the same angle |
| $30 spent, no orders | Dead cell | Stop it; move the budget to the other hook on the same angle |
| 3-second view-through under 25% | Hook problem | Swap the hook on that angle. Do not touch the angle |
| View-through fine, CTR under 0.8% | The middle does not convince | Go back to the proof beat and add concrete evidence |
| CTR fine, CVR under 1% | Not a creative problem | Landing page, listing or price. Stop making creative |
These numbers are starting points, not regressions from campaign data — we do not have that data and will not pretend we do. Their job is to give you a baseline you can argue with and replace. The creative testing budget guide explains how to adapt them to your price point and conversion lag. Adapt them freely — just do it before the flight, not after you have seen the numbers.
How to read the verdict
- “Not enough spend” is not bad news; it is no news. Mark the cell, run it to $30, or accept that its money bought no information.
- “It works” comes with a relay. Add the budget and produce two new hooks on the same angle at the same time — a winning cell fatigues, and the relay has to exist before it does.
- “Dead cell” kills the cell, not the angle. Move the budget to the other hook on that angle; only when both hooks die does the angle come into question.
- The three diagnostics are ordered. View-through (the hook), then CTR (the middle), then CVR (the landing page). Skipping ahead usually means rewriting the part that was not broken.
Two things that make ROAS lie
- The attribution window. The same spend produces a different ROAS under a 7-day click window than under a 1-day one. Compare against yourself, and only within one window — changing the window mid-comparison is changing the ruler.
- Reading blended ROAS only. A healthy total is often one strong cell subsidising five that are burning money. This calculator is deliberately per cell, because cell by cell is the only reading that tells you what to keep.
Download the review sheet (.md, free)Scan the copy behind this cell
FAQ
How is ROAS calculated?
ROAS = attributed revenue ÷ ad spend. Spend $50, take $150, and ROAS is 3.0. ACOS is the same relationship inverted as a percentage (33.3% here). If you enter a gross margin, you also get break-even ROAS = 100 ÷ margin% — at a 40% margin, break-even is 2.5.
What should I set as my target ROAS?
It follows from your margin, not from an industry average. Break-even is 100 ÷ your gross margin percentage; the target sits above that with room for shipping, returns, platform fees and the profit you actually want. This page does not pick the number for you — it is a fact about your business, not about ours.
Why does it refuse to conclude below the minimum spend?
Because that conclusion would carry no information. The $30 line exists to guarantee each cell spends enough to separate signal from noise; below it, the swing in ROAS comes mostly from sample size rather than from the creative. Reading underspend as a creative failure is the most expensive misread we see — it sends people back to reshoot a video that was never the problem.
Where do these thresholds come from? Is there data behind them?
They are starting points written into our default A/B matrix, not regressed from campaign data — we do not have that data and will not pretend we do. Their job is to be a baseline you can argue with and replace. Once your own review sheets fill up, override them with your numbers.
Can you see the numbers I type?
No. The whole calculation runs in your browser with no network request — open the network panel to verify it, or disconnect after the page loads and watch it keep working. Results exist only in this page and vanish on refresh. The site sets no cookies, loads no third-party scripts and runs no analytics.
Sources
- The A/B thresholds and the review sheet (published on this site; the product’s exported plans use the same numbers)