Free tool · Built for Indian D2C
What ROAS do your Meta ads really need?
Meta's ROAS ignores COD returns, GST and fees. Enter your numbers to see the ROAS you need just to break even, and the most you can pay for each order.
Calculator
Your break-even ROAS
2.40x
Below this ROAS in Ads Manager, every order loses money. Above it, you make a profit.
- Most you can pay per order
- ₹417
- Orders actually delivered
- 88%
Want campaigns that beat this number? We'll show you how in a free audit.
How it works
How the number is worked out.
Per order placed: the revenue you keep after GST and returns, minus product, shipping, return and payment costs. What's left is the most you can spend on ads for that order.
What is break-even ROAS?
The return on ad spend at which an order neither makes nor loses money. If Ads Manager shows a ROAS below it, your ads are losing money on every order, even if sales look good.
Why does COD and RTO change the number so much?
Meta counts a purchase when the order is placed, but COD orders that come back (RTO) bring no revenue and still cost you shipping both ways. The higher your COD share and RTO rate, the higher the ROAS you need just to break even.
Why is GST taken out of the order value?
The GST your customer pays goes to the government, not to you. Meta's ROAS uses the full order value, so the calculator removes GST before working out your profit.
What about the GST on Meta ad spend?
Meta charges 18% GST on ads billed in India. GST-registered businesses can usually claim it back as input tax credit. If you can't, tick the box and the calculator adds it to your ad cost.
Is break-even ROAS the target?
No, it's the floor. Your target ROAS should sit above it, by enough to cover your fixed costs and leave a profit. In a free audit we work out a realistic target for your account.
Want the maths step by step? Read the break-even ROAS guide, with a worked example for a COD-heavy store.