Calculate your ROAS, in 30 seconds.
Compare it to your industry's benchmarks and see right away whether your campaigns clear their break-even point. No email, no ad-account login required.
What is ROAS, exactly?
ROAS (Return On Ad Spend) measures the revenue generated for every euro spent on advertising.
A ROAS of 4 means every euro invested in ads generated 4€ of revenue. It's a gross ratio: it ignores margin, cost of goods and lifetime value. Combined with your margin, it gives you a break-even threshold.
ROAS = Revenue attributed to ads ÷ Ad spend
How to calculate ROAS, in practice.
Take the revenue attributed to your ads over a given period and divide it by your media spend over the same period.
Stay consistent: don't mix first-click revenue with last-click periods, or 7-day data with monthly spend.
An online shop spent €5,000 on Google Ads over 30 days and generated €21,000 of attributed revenue. ROAS = 21,000 ÷ 5,000 = 4.2. Performance sits above the industry median (2.5).
A B2B SaaS spent €8,000 on Google Ads over 30 days and generated €12,000 of attributed monthly revenue. First-touch ROAS = 12,000 ÷ 8,000 = 1.5. Multiplied by 12 months of average subscription, the LTV ROAS climbs to 18, well into the top of the industry.
What ROAS to aim for, by industry.
2026 anchors based on public industry reports. Use them as a reference, not as a fixed goal; your margin and your LTV remain the real judges.
| Industry | Bottom 25% | Median | Top 25% | Top 10% |
|---|---|---|---|---|
| Physical products (e-commerce, DTC) | 1.4 | 2.5 | 4.0 | 6.5 |
| Courses & digital content | 1.5 | 2.7 | 4.5 | 7.0 |
| Coaching & high-ticket services | 2.0 | 3.5 | 6.0 | 10.0 |
| Local services & trades | 2.0 | 3.5 | 5.5 | 8.5 |
| SaaS & software | 1.0 | 2.0 | 3.5 | 6.0 |
| Health, wellness & fitness | 1.5 | 2.8 | 4.5 | 7.0 |
| Real estate | 1.5 | 2.8 | 4.5 | 7.5 |
| Marketplaces & lead reselling | 1.5 | 2.5 | 4.0 | 6.5 |
| Other or hybrid model | 1.3 | 2.3 | 3.8 | 6.0 |
Thresholds above are LTV ROAS. For a subscription business: LTV ROAS = first-touch ROAS × average subscription length.
Indicative benchmarks based on public industry reports (WordStream, AdEspresso, Statista). Recalibrate against your own data as soon as possible.
ROAS vs MER vs ROI, the essentials.
Three metrics often confused. ROAS pilots tactical decisions, MER looks at the whole business, ROI alone measures real profitability.
ROAS
Measures revenue generated per euro spent on a campaign or channel. Best for tactical performance management at the platform level.
MER
Marketing Efficiency Ratio: total company revenue divided by total media spend. Broader than ROAS, it also counts the sales no ad platform claims.
ROI
Return On Investment: (revenue − total cost) ÷ total cost. The only one of the three that factors in margin and cost of goods, and the only one truly tied to profitability.
Why ROAS is misleading.
A high ROAS often credits your ads with sales that would have happened anyway. It almost always overstates the real impact of your campaigns.
The real benchmark: incremental ROAS (iROAS)
Incremental ROAS counts only the revenue truly caused by your ads, the revenue that wouldn't have existed without them. A campaign targeting customers already about to buy can show a ROAS of 8 and an iROAS close to 0.
What Enriq.ai measures
Incrementality is only proven by a randomized lift test: no analysis of your data can measure it. Enriq.ai computes what is measurable, marginal ROAS, what the next euro brings back, and flags when your reported ROAS is probably inflated by branded search or retargeting.
Enriq.ai tells you when a ROAS is too good to be true, and why.
Try it for freeThe same diagnostic, on your real accounts.
The calculator gives a benchmark. Enriq.ai connects to your ad accounts in two minutes and tells you, campaign by campaign, what's moving your ROAS, and why.
Google Ads
Meta Ads
TikTok AdsFrequently asked questions about ROAS.
Answers to the questions media buyers and e-commerce operators ask themselves when they want to manage ROAS day in, day out.