Learn Paid Ads · free tool

The ROAS you need to see

Break-even ROAS is the easy half. The number that matters is what has to show up in Ads Manager once returns, discounts and Meta’s self-reporting have taken their cut. Fill in your economics and this works out both.

Order value

What lands in the till before you pay for anything.

Average order value£Shipping charged to customer£Orders using a discount code%Average discount depth%

Cost to fulfil

Everything that leaves with the parcel.

Cost of goods£Outbound shipping cost£Pick, pack and packaging£Payment processing%Fixed transaction fee£

Returns

A return costs more than the margin it takes back. Most calculators skip this.

Return rate%Returned stock you can resell%Return shipping you absorb£

Attribution and repeat

Meta reports on 7-day click and 1-day view. Your blended revenue rarely agrees.

Meta over-reporting multiplier×Platform-reported revenue ÷ true incremental revenue. 1.25 is a reasonable start. Use your own blended MER gap if you have it.Extra orders per customer in 90 days0.4 means four in ten acquired customers order once more inside the window.Contribution margin you want after ad spend%

Required ROAS in Ads Manager

2.39

to break even on the first order

1.91

2.39

True break-even Attribution gap (1.25×)

Hitting 1.91 in Ads Manager means you are losing money. The platform is claiming credit for revenue it did not create.

Contribution per order

£32.52

52.3% of net revenue

True break-even ROAS

1.91

before attribution inflation

Maximum allowable CPA

£32.52

first order only

Break-even ROAS over 90 days

1.37

with 0.40 repeat orders · CPA up to £45.52

ROAS for 20% contribution

3.09

3.87 reported in Ads Manager

Take the model with you

The full spreadsheet version, plus the note on working out your own attribution multiplier from blended MER.

Also worth a look: what a creative test actually costs to run

Want someone to run the account to these numbers? McLeod Media