ROAS & MER Calculator
Answer first: ROAS = Revenue from ads ÷ Ad spend, and you are profitable only when ROAS beats your break-even ROAS (1 ÷ gross margin).
MER (Marketing Efficiency Ratio) uses total revenue, so it captures blended impact across channels.
Results
| Metric | Value |
|---|---|
| ROAS | — |
| MER (blended) | — |
| Break-even ROAS | — |
| Profit after ad spend | — |
Enter your numbers to see results.
Common mistakes
- Judging ROAS without knowing your break-even ROAS first.
- Comparing platform-reported ROAS (often inflated) with blended MER as if they were the same number.
- Ignoring margin — a 5× ROAS can still lose money at a 15% margin.
FAQ
What is the difference between ROAS and MER?
ROAS measures revenue per channel or campaign; MER measures total revenue against total ad spend, so it is harder to game with attribution.
What is a good ROAS?
Any ROAS above your break-even ROAS (1 ÷ gross margin) is profitable.
Should I optimize for ROAS or profit?
Profit. Use the break-even CPC tool to connect clicks to profit.