Paid Ads
Paid ads performance calculators for ROAS, CPA, break-even targets, and budget decisions.
How to use paid ads metrics
Paid ads metrics are decision tools: they help you decide whether to scale, pause, or change creative/targeting. The key is to compare apples to apples (same attribution window, same conversion definition, same revenue basis).
ROAS is a fast way to compare campaigns, but profitability depends on margin, fees, returns, and the time it takes to realize revenue.
- Use ROAS for campaign iteration and channel comparisons.
- Use break-even and target ROAS to set guardrails based on contribution margin.
- Validate with incrementality when accounts mature (holdouts / lift tests).
Common pitfalls
A 'good' ROAS can still lose money if costs are missing or if revenue is overstated by attribution. Always be explicit about your attribution rule and your cost basis.
- Mixing platform reporting and analytics without a consistent rule.
- Ignoring discounts, refunds, shipping, payment fees, and COGS.
- Using short windows for products with long consideration cycles.
Start here
Paid Ads
Break-even ROAS Calculator
Estimate the break-even ROAS based on contribution margin assumptions.
Paid Ads
Paid Ads Funnel Calculator
Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
Paid Ads
ROAS Calculator
Calculate Return on Ad Spend (ROAS) and estimate contribution profit after ad spend.
Paid Ads
ROI Calculator
Calculate Return on Investment (ROI) for a campaign or project.
Paid Ads
Target ROAS Calculator
Estimate a target ROAS to cover variable costs plus a desired margin buffer.
All calculators
Paid Ads
A/B Test Sample Size Calculator
Estimate sample size per variant for a conversion rate A/B test given baseline CVR, MDE, significance, and power.
Paid Ads
Break-even CPM Calculator
Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
Paid Ads
Break-even CTR Calculator
Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.
Paid Ads
Break-even CVR Calculator
Compute the CVR required to break even (and hit a target) given CPM, CTR, AOV, and contribution margin.
Paid Ads
Break-even ROAS Calculator
Estimate the break-even ROAS based on contribution margin assumptions.
Paid Ads
Click-through Conversion Rate Calculator
Calculate click-through conversion rate (click-to-conversion CVR) and estimate required clicks for target conversions.
Paid Ads
CPL to CAC Calculator
Convert cost per lead (CPL) into CAC using lead-to-customer rate (and compute targets).
Paid Ads
Incrementality Lift Calculator
Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
Paid Ads
Marginal ROAS Calculator
Estimate diminishing returns and find the profit-maximizing ad spend from a simple response curve.
Paid Ads
Max CPC Calculator
Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
Paid Ads
MER Calculator
Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.
Paid Ads
Paid Ads Funnel Calculator
Model CPM -> CTR -> CVR to estimate CPC, CPA, ROAS, and profit per 1,000 impressions (with margin and variable costs).
Paid Ads
ROAS Calculator
Calculate Return on Ad Spend (ROAS) and estimate contribution profit after ad spend.
Paid Ads
ROI Calculator
Calculate Return on Investment (ROI) for a campaign or project.
Paid Ads
Target CPA from LTV Calculator
Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
Paid Ads
Target ROAS Calculator
Estimate a target ROAS to cover variable costs plus a desired margin buffer.
Guides
ROAS: What it is and how to use it
A practical guide to ROAS (Return on Ad Spend): definitions, formulas, benchmarks, and common pitfalls.
Updated 2026-02-16
Paid ads funnel: CPM, CTR, CVR -> CPC, CPA, ROAS (with profit)
A practical guide to the paid ads funnel: how CPM, CTR, and CVR drive CPC, CPA, ROAS, and profit - with formulas and common pitfalls.
Updated 2026-01-23
CTR (Click-Through Rate): definition, formula, and how to improve
CTR explained: what click-through rate is, how to calculate it, and how to improve CTR without sacrificing conversion quality.
Updated 2026-02-16
CVR (Conversion Rate): definition, formula, and how to calculate
CVR explained: what conversion rate means, how to calculate it correctly, and how to improve it without sacrificing scale.
Updated 2026-02-16
CPC (Cost Per Click): definition, formula, and how to calculate
CPC explained: what cost per click means, how to calculate it, and how CPC connects to CTR, CVR, and CPA.
Updated 2026-02-16
CPM (Cost Per 1,000 Impressions): definition, formula, and how to calculate
CPM explained: what cost per mille means, how to calculate it, and how CPM affects CPC and CPA.
Updated 2026-02-16