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Marketing ROAS Calculator

Which ad channel is actually making you money?

Blended ROAS lies. Per-channel ROAS tells the truth. Plug in your spend and revenue by channel to see who's pulling weight and who's leaking budget.

4:1
Healthy ROAS floor
38%
SMBs that don't track per-channel
2.5x
Median blended ROAS (multi-channel)
23%
Budget typically reallocatable
Blended Monthly ROAS
0.0x
$0 revenue on $0 spend.
Healthy
Profit-Adjusted Blended ROAS (margin baked in) 0.0x
55%

Revenue minus cost of delivery. A 4x ROAS at 25% margin makes the same profit as a 1x ROAS at 100% margin. Set this honestly. The other panels move with it.

Total Monthly Spend
$0
Sum of all channel spend.
Total Monthly Revenue
$0
Attributed revenue across all channels.
Total Monthly Profit
$0
(Revenue x margin) minus spend.
Blended Profit ROAS
0.0x
Profit per dollar of ad spend.
M Meta (Facebook + Instagram)
3.0x
Monthly Spend
Monthly Revenue
ROAS 3.00x
Profit ROAS 1.65x
Profit $ $5,200
G Google Ads (Search + PMax)
3.5x
Monthly Spend
Monthly Revenue
ROAS 3.50x
Profit ROAS 1.93x
Profit $ $11,100
T TikTok Ads
2.0x
Monthly Spend
Monthly Revenue
ROAS 2.00x
Profit ROAS 1.10x
Profit $ $350
P Programmatic (Display)
1.6x
Monthly Spend
Monthly Revenue
ROAS 1.60x
Profit ROAS 0.88x
Profit $ -$300
D Direct Mail (Offline)
1.4x
Monthly Spend
Monthly Revenue
ROAS 1.39x
Profit ROAS 0.76x
Profit $ -$425
Per-Channel ROAS vs. Your Blended Benchmark
Above blended Near blended Dragging blended down Blended line
Blended 0.0x
Reallocation Scenario
What if you killed the worst channel?

We pause spend on your lowest-ROAS channel and reallocate that budget to your best one (assuming linear scale, which is conservative). Here's what the new blended profit looks like.

Kill (worst)
Direct Mail
1.39x
$1,800/mo freed
>
Scale (best)
Google Ads
3.50x
$13,800/mo new
New Monthly Profit (vs. current)
+$2,520
That's a +15.8% profit lift with zero extra spend.
Sensitivity: what moves your blended profit ROAS the most?
Modeled against your current inputs
Operator Playbook
1 Blended ROAS is a vanity metric. It hides the channels that are bleeding money under the ones that are crushing it. Per-channel ROAS is the only number that drives a budget decision.
2 Use profit ROAS, not revenue ROAS. A 3x revenue ROAS at 30% margin is barely profitable. The right ROAS floor depends on your margin. Below 1x profit ROAS, you're paying customers to take your product.
3 Kill the worst channel before scaling the best. Reallocating your lowest-ROAS budget to your highest-ROAS channel is the cheapest growth lever in marketing. It costs zero new spend.
4 Diminishing returns hit before you think. Doubling spend on your best channel rarely doubles revenue. Plan for a 15-25% efficiency drop at 2x spend, then test before going further.
5 Direct mail and programmatic are usually the cull list. They look cheap per impression but rarely beat intent-based channels (Google, retargeted Meta) on profit ROAS once margin is baked in.

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How this calculator works

What's the difference between ROAS and profit ROAS?
ROAS (return on ad spend) is just revenue / spend. A 4x ROAS means you got $4 of revenue for every $1 spent. Profit ROAS bakes in your gross margin: (revenue x margin) / spend. That same 4x ROAS at 25% margin is actually 1x profit ROAS, which means you broke even before counting overhead. Always make budget decisions on profit ROAS, not revenue ROAS.
Why does blended ROAS lie?
A 3x blended ROAS can hide a 6x Google channel and a 1x TikTok channel. The Google channel is funding the TikTok losses, and the blended number looks fine. But you'd be more profitable killing TikTok and reinvesting that budget anywhere else. Per-channel ROAS forces those decisions. Blended ROAS lets the worst channels hide behind the best.
How accurate is the reallocation scenario?
The model assumes linear scale, which is conservative. In practice, doubling spend on your best channel will hit diminishing returns somewhere between 1.5x and 2x current spend. The directional answer (kill the worst, fund the best) is almost always right. The exact dollar lift is a ceiling, not a promise. We use this exact logic when modeling a Nirvani engagement, then verify with a 30-day test on the reallocated budget before locking it in.
What if I have channels that aren't on this list?
The five channels here cover roughly 90% of SMB ad spend. If you run podcasts, OTT, influencer, or affiliate, lump them into the closest analog (programmatic for OTT, direct mail for offline, etc.) or use the "other" slot. The math is channel-agnostic. If you have a custom mix you'd like modeled accurately, get the detailed report and we'll add your channels to the analysis.
Should I use first-touch, last-touch, or multi-touch attribution?
Use whatever you've been using consistently. The goal here is to compare channels against each other, not to find absolute truth. If your attribution model is biased the same way for every channel, the relative ranking is still valid. The one thing to avoid: mixing platform-reported ROAS (Meta says it drove the sale, Google says it drove the sale, both claim credit) with last-click. Pick one source of truth and stick with it.
What's a healthy ROAS for my industry?
Margins drive the floor. Ecommerce DTC (30-50% margin) needs 4x+ to be profitable. SaaS (70-85% margin) is fine at 2-3x. Service businesses (50-65% margin) target 3-4x. Direct mail at 1.4x revenue ROAS is almost always losing money once you factor in margin and creative production. The detailed PDF report includes industry-specific ROAS benchmarks.
What's in the detailed PDF report?
Five pages: (1) Your per-channel ROAS and profit ROAS table with model defaults. (2) A budget reallocation plan with exact dollar moves, ranked by expected profit lift. (3) A creative and audience audit for the channels likely to scale. (4) The three campaigns we'd test next based on your channel mix. (5) Implementation roadmap, week 1 through day 60. We'll email it after you submit. Delivery time can vary.