Conversion Rate and ROAS Calculator
Conversion rate, cost per acquisition, ROAS and profit from one set of numbers, with the formula shown for each.
About this tool
Takes visitors, conversions, revenue and spend, and returns every derived figure with the formula that produced it.
The arithmetic is not the hard part. The mistakes are in the pairing: ROAS reported as a percentage when it is a multiple, ROI and ROAS used as though they were the same thing when one subtracts cost and the other does not, and — most expensively — gross revenue used to judge a campaign with no margin applied.
That last one is why there is a margin field. A campaign at 3× ROAS looks healthy and is losing money at a 20% gross margin. The tool works the profit out and says which side of break-even you are on, because that is the question being asked.
Common questions
What is the difference between ROAS and ROI?
ROAS is revenue divided by spend — a multiple, where 4 means four units back for every one in. ROI subtracts the cost first, so the same campaign is 300%. They are routinely quoted as though interchangeable, and they are not.
Why does it ask for a gross margin?
Because revenue is not money you keep. At a 20% margin, a campaign returning 3× revenue on spend is losing money on every sale. Judging campaigns on ROAS alone is the most expensive mistake in this list.
What is break-even ROAS?
The point where gross profit exactly covers the spend — one divided by your margin. At a 25% margin it is 4×, so anything below 4 is losing money no matter how good the number looks next to an industry average.
Is there a good conversion rate?
Not one worth quoting. It varies by industry, price, traffic source and what counts as a conversion, and published benchmarks compare businesses that measure different things. Your own trend over time is the only comparison that means much.