ROAS and ad metrics calculator in rupees
See your ROAS, CPA, CPC, CTR and CPM in one place, and find out whether your ads actually made money after product costs.
What this calculator tells you
Ad dashboards report plenty of numbers but rarely answer the question a business owner cares about: did these ads make money? Enter your spend, results and gross margin, and this calculator works out your ROAS, the ROAS you need to break even, and your profit after ad spend. Amounts are shown in rupees with lakh-style commas, and you can type commas or leave them out.
The calculation runs in your browser, so your numbers are not sent to our server or stored.
The formulas
- ROAS = revenue ÷ ad spend
- Break-even ROAS = 1 ÷ gross margin
- CPA = ad spend ÷ conversions
- Break-even CPA = average order value × gross margin
- Profit after ads = (revenue × gross margin) - ad spend
- CTR = clicks ÷ impressions
- CPC = ad spend ÷ clicks
- CPM = ad spend ÷ impressions × 1,000
- Conversion rate = conversions ÷ clicks
A worked example
These are the illustrative numbers loaded above. An online store spends ₹50,000 on ads and gets 4,00,000 impressions, 8,000 clicks and 200 orders worth ₹2,00,000. Its gross margin is 40%.
- ROAS is ₹2,00,000 ÷ ₹50,000 = 4.00x.
- Break-even ROAS is 1 ÷ 0.4 = 2.50x, so the campaign clears it.
- CPA is ₹50,000 ÷ 200 = ₹250, against a break-even CPA of ₹1,000 × 0.4 = ₹400.
- Gross profit is ₹80,000. After ad spend, ₹30,000 is left to cover salaries, rent and everything else.
The same 4.00x ROAS at a 20% margin would have a break-even of 5.00x and lose ₹10,000. That is why ROAS means little until you compare it with your margin.
What to enter for gross margin
Gross margin is the share of each sale left after the direct cost of delivering it. Include product cost, packaging, shipping, payment fees and an allowance for returns. If you sell at ₹1,000 and those costs add up to ₹600, your margin is 40%. Use revenue excluding any GST you collect, because that money isn't yours to keep.
What the calculator can't see
- Repeat purchases: a campaign that loses money on the first order may still pay off if customers come back. Our guide covers this under customer lifetime value.
- Attribution: ad platforms can claim credit for sales that would have happened anyway, so treat reported revenue as an estimate.
- Fixed costs: profit after ads comes before salaries, rent and agency fees.
The results are estimates for planning. They aren't financial or tax advice.
Related reading
For a plain-English explanation of each metric, read ad metrics explained: CTR, CPC, CPM, CPA and ROAS. Before you send more paid traffic to a page, run a page speed test on it, because slow pages can waste the clicks you pay for.