ROAS calculator

Calculate return on ad spend for your campaigns, and see what it looks like after the app store takes its share.

ROAS Calculator

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100 = revenue already net; 70 or 85 for app purchases

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Learn more: What is user acquisition? · All app metrics in the glossary

ROAS formula

ROAS = revenue from the campaign ÷ ad spend

A ROAS of 1.5x (150%) means every dollar of ad spend brought back $1.50 in revenue. For app purchases, check whether your revenue figure is before or after store fees: if Apple or Google keep 15–30%, a campaign needs a higher gross ROAS just to break even.

Example

A campaign costs $4,000 and the users it brought in spend $6,000 in their first 90 days: ROAS is 1.5x. If those are in-app purchases and the developer keeps 85%, net ROAS is 1.28x, and the campaign made $1,100.

ROAS for apps: pick a time window

App revenue arrives over months, so ROAS depends on when you measure it: day 7, day 30 or day 90 ROAS. Early ROAS below 1 can be fine if your LTV shows users keep paying. Attribution decides which revenue counts for which campaign; see mobile attribution and user acquisition.

FAQ

How do you calculate ROAS?

Divide the revenue a campaign generated by what you spent on it. $6,000 revenue ÷ $4,000 spend = 1.5x, or 150%.

What is a good ROAS for apps?

Above your break-even point, which is 1x for net revenue and higher if your revenue is before store fees (about 1.18x at 85% and 1.43x at 70%). Many app marketers judge ROAS at day 7 or day 30 against a target that predicts profit by day 90 or later.

What is the difference between ROAS and ROI?

ROAS compares revenue with ad spend only. ROI compares profit with all costs, including product, salaries and fees, so it gives a fuller but harder-to-measure picture.

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