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ROAS calculator
ROAS is revenue divided by ad spend. Type in two numbers for the same date range and you'll get it as x and as %. Then look hard at which revenue number you typed.
What you spent on ads in the date range. Take it from Ads Manager, Google Ads, or both added together. Adding spend across platforms is fine.
Revenue for the same dates, in the same currency. Say which kind it is below.
Use the same currency for both numbers.
Enter ad spend and revenue to see your ROAS.
Illustrative math on the numbers you type. It doesn't tell you which ad caused which sale. The math runs in your browser and nothing you type is stored.
How ROAS is calculated
ROAS stands for return on ad spend.
ROAS = revenue ÷ ad spend
As a multiple, that's the "x" number. As a percentage, multiply by 100. A ROAS of 3x and a ROAS of 300% say the same thing.
The % here is not profit. 300% ROAS means revenue was three times spend. It says nothing yet about what was left after product costs, fees, and the ads themselves.
A worked example
This is a framing example, not a client result.
A client spent €100k on Meta and Google last quarter. €300k came in.
€300,000 ÷ €100,000 = 3.0x, or 300%.
That's the easy part. The client's next question is harder: which ads produced that €300k, and did it all hit the bank?
The revenue number decides what ROAS means
The formula stays the same. The answer depends on what you put in the revenue box.
Platform-reported revenue is what Meta or Google says its ads earned. Each platform counts the sales it thinks it caused, using its own attribution window.
Payments collected is the money that landed in the client's Stripe (or Lemon Squeezy, Polar, Dodo, Yolfi). The processor only counts each sale once.
Those two can be far apart. Someone clicks a Meta ad, comes back a few days later through a Google search ad, and buys. Both platforms can claim that sale. Add their revenue together and the same order is in your total twice.
Made-up numbers to show the math: Meta reports €200k and Google reports €180k for the month. Added together, that's €380k on €100k of spend, so 3.8x. If Stripe collected €300k, the ROAS the client can check is 3.0x. Same spend, same month, two answers.
So use platform ROAS to compare campaigns inside each platform. When you tell a client what the ads returned, use payments collected.
ROAS, MER and break-even
ROAS can be worked out per platform or for the whole account. When you divide payments collected by total ad spend across every channel, you get MER, sometimes called blended ROAS. The MER calculator does that one.
Whether a ROAS is high enough depends on margin. The break-even ROAS calculator works out the floor from gross margin: 1 ÷ gross margin.
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Platform vs payment gap
Enter Meta claims, Google claims, and payment collected. See the dollar and % gap.
MER / blended ROAS
Payment revenue ÷ total ad spend. The number that survives a Stripe check.
Now check which campaigns actually produced that revenue in Stripe
The calculator trusts whatever revenue you type in. Put Meta's claim and Google's claim next to the payments collected for the same dates, and see how far apart they are.
Thexly does that on the payment side for ecommerce brands on Stripe checkout: each payment matched back to the ad click that led to it, counted once, in a live link the client can open. Spend stays in the client's ad accounts. Thexly doesn't pull it.