Break-even ROAS calculator
Enter your price and costs per order. See the ROAS your ads must reach to stop losing money, the most you can pay for a sale, and what your page's conversion rate lets you pay per click.
Break-even ROAS
2.00x
Margin per order
$30.00 (50.0%)
Most you can pay per sale
$30.00
What the conversion rate does to it
| Conversion rate | Max per click |
|---|---|
| 2.00% (yours) | $0.60 |
| 3.00% | $0.90 |
| 4.00% | $1.20 |
Break-even cost per click = margin per order × conversion rate. A better page lets the same ads break even at a higher click price.
The number behind every ad budget
Break-even ROAS is where an ad-driven sale exactly pays for the ads that brought it. Below it, each sale costs you money; above it, each sale makes some. Most sellers watch their ROAS without knowing their break-even, which is how campaigns that "look good" lose money. Check your current return with the ROAS calculator.
What a better page is worth to your ads
Break-even cost per click is your margin per order times your conversion rate. The margin is hard to change; the conversion rate isn't. Every point of conversion you add lets the same ads break even at a higher click price, which means more room in the auction and more of the traffic you can afford. That's why fixing the page often beats fixing the campaign: we explain how in how to increase website conversion rate.
If you're acquiring customers at a loss on purpose, because they buy again, compare the cost of a customer with what they're worth over time using the CAC calculator and the LTV calculator.
Questions
How do you calculate break-even ROAS?
1 divided by your margin as a share of the price. A $60 product that costs $30 to make and deliver has a 50% margin, so the ads break even at a ROAS of 2x.
What costs should I include?
Everything that grows with each order: the product or its production, shipping, packaging, payment and platform fees. Leave out fixed costs like software or rent; this is about whether each ad-driven sale pays for itself.
Why does the conversion rate change the cost per click?
Because only some clicks buy. If you can spend $30 to win a sale and 2 in 100 visitors buy, you can pay up to $0.60 a click. At 3 in 100, up to $0.90. Same margin, same ads, more room.
Is break-even the target?
No, it's the floor. Above it you make money on the first sale; below it you're paying to acquire customers, which only works if they buy again. Compare with your customer lifetime value.
Do you store what I enter?
No. The calculator runs in your browser; nothing you type is sent anywhere.