---
type: "Tool"
title: "ROAS calculator: ROAS, CPA and CPL (free)"
description: "Enter your ad spend and revenue to see ROAS, cost per acquisition (CPA), cost per lead (CPL) and your break-even ROAS for your profit margin, instantly."
url: "https://www.roicool.com/en/tools/roas-calculator"
lang: "en"
dateModified: "2026-10-17"
resource: "https://www.roicool.com/en/tools/roas-calculator"
alternates:
  tr: "https://www.roicool.com/araclar/roas-hesaplama.md"
generated: { by: "process:roicool-cms", at: "2026-10-17T00:00:00.000Z" }
related:
  - { title: "Performance marketing agency", resource: "https://www.roicool.com/en/services/performance-marketing-agency.md" }
  - { title: "Tools", resource: "https://www.roicool.com/en/tools.md" }
---

# ROAS calculator. Do your ads pay for themselves?

ROAS (return on ad spend) is the revenue from ads divided by the ad spend: a 4x ROAS means 4 in revenue for every 1 spent. CPA is the cost per sale and CPL the cost per lead; enter your gross margin to also see the break-even ROAS, where the ads pay for themselves.

## Your numbers

\*\*Ad spend\*\*: Total ad spend for the period (e.g. the last 30 days).

\*\*Revenue from ads\*\* (optional): Sales revenue attributed to ads in the same period.

\*\*Sales (conversions)\*\* (optional)

\*\*Leads\*\* (optional): Enquiries by form, call or WhatsApp.

\*\*Gross margin (%)\*\* (optional): What is left of the sale price after the cost of the product or service.

## Worked example

| Input | Value |
| --- | --- |
| Ad spend | $50,000 |
| Revenue from ads | $210,000 |
| Sales (conversions) | 140 |
| Leads | 420 |
| Gross margin (%) | 33% |

| Result | Value |
| --- | --- |
| ROAS | 4.2x |
| Cost per acquisition (CPA) | $357 |
| Cost per lead (CPL) | $119 |
| Gross profit after ads | $19,300 |
| Break-even ROAS | 3.03x |

## How it’s calculated Three ratios, four numbers.

- ROAS = Ad revenue ÷ Ad spend
- CPA = Ad spend ÷ Sales
- CPL = Ad spend ÷ Leads
- Break-even ROAS = 1 ÷ Gross margin
- Gross profit = Revenue × Margin − Ad spend

ROAS (return on ad spend) is the revenue from ads divided by the ad spend: a 4x ROAS means 4 in revenue for every 1 spent. CPA is the cost per sale and CPL the cost per lead; enter your gross margin to also see the break-even ROAS, where the ads pay for themselves.

ROAS alone does not show profit: a 3x ROAS is a loss for a business on a 25% margin and a profit on a 50% margin. Enter your margin and compare with the break-even ROAS.

Where sales start with a lead (clinics, B2B, education), read CPL together with the lead-to-sale rate instead of ROAS: a cheap lead that never buys is expensive.

The result is only as right as your measurement. If revenue or conversions are counted twice, or offline sales are not tied back to the ads, ROAS looks different from reality.

## Limits

- It is one period's average; calculate campaigns, products or channels separately.
- The attribution model (last click, data-driven) changes the revenue credited to ads, and so the ROAS.
- If the gross margin leaves out variable costs such as shipping, returns and fees, the break-even ROAS is optimistic.

## FAQ

### What is a good ROAS?

There is no single right number; a good ROAS is one above your break-even ROAS. Break-even ROAS is 1 ÷ gross margin: on a 40% margin, anything above 2.5x pays for itself.

### What is the difference between ROAS and ROI?

ROAS divides revenue by ad spend and ignores costs. ROI divides profit by the investment. To see profitability use our ROI calculator, or the gross profit line here.

### What is the difference between CPA and CPL?

CPA is the cost of a sale (or the target conversion); CPL is the cost of an enquiry (a lead). Where sales start with a lead, CPA is the CPL divided by the lead-to-sale rate.

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Related pages:

- [Performance marketing agency](https://www.roicool.com/en/services/performance-marketing-agency)
- [Tools](https://www.roicool.com/en/tools)

**Let’s raise your ROAS together.** We review your account together in 30 minutes and tell you where to start. [Get a proposal](https://www.roicool.com/en/get-a-proposal)

Source: https://www.roicool.com/en/tools/roas-calculator · Last updated: 2026-10-17