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Campaign ROI & ROAS
Spend, revenue, leads and conversions in. ROI, ROAS, cost per lead, cost per acquisition and break-even out. Margin included — because ROAS without margin is a vanity metric.
The campaign
Ad spend plus tooling and agency fees
Closed revenue attributed to this campaign
Critical. A 4× ROAS on 20% margin is a loss.
Used to calculate daily burn and daily return
ROAS
4.00×
gross revenue per unit spent
ROI
220%
profit return on spend
Profitability
The results above are free and ungated, always. An account just saves them.
This campaign is working — scale it
A 4.00× ROAS against a 1.25× break-even means every additional dollar is highly profitable. Your constraint is not efficiency, it is volume.
All figures are illustrative estimates generated on-device for general guidance — not forecasts, financial advice, or guarantees. Nothing you enter is transmitted or stored unless you choose to save a report. Quotarider and XDQ Labs Private Limited make no representation as to accuracy for any individual circumstance.
One campaign is arithmetic. A portfolio needs attribution.
Quotarider tracks every campaign against closed revenue — not last-click conversions — and tells you which channel to move budget into before the quarter ends.
ROAS lies. ROI doesn't.
Return on ad spend is the metric every ad platform shows you, and there's a reason for that: it's the one that makes them look best. It's gross revenue divided by spend, which means it ignores the cost of actually delivering what you sold.
The margin problem
A 4× ROAS sounds excellent. Whether it actually is depends entirely on a number the ad platform doesn't know: your gross margin.
Run an ecommerce business at 25% margin and a 4× ROAS means that for every $100 spent you generated $400 of revenue, of which $100 is gross profit — so you exactly broke even, and did a great deal of work to do it. Run a software business at 85% margin and the same 4× ROAS generated $340 of gross profit on $100 of spend. Identical ROAS. Radically different businesses.
This is why the calculator above asks for margin, and why break-even ROAS is the number you should actually be managing to.
Break-even ROAS
The formula is simple: 1 ÷ gross margin. At 80% margin your break-even ROAS is 1.25×. At 40% margin it's 2.5×. At 20% margin it's 5× — meaning that celebrated 4× ROAS campaign is losing money on every conversion.
Know this number before you launch. It is the only ROAS figure that means anything.
CPL is a vanity metric. CPA isn't.
Cost per lead is easy to optimise and easy to game. Loosen the form, drop the qualifying questions, run a broader audience, and CPL falls beautifully — while the leads get worse and the pipeline gets clogged with people who will never buy.
Cost per acquisition is the honest version. Spend divided by customers, not spend divided by email addresses. A campaign with a $200 CPL and a 20% close rate ($1,000 CPA) is dramatically better than one with a $40 CPL and a 2% close rate ($2,000 CPA) — and if you optimise on CPL, you will pick the wrong one every time.
The attribution problem nobody solves
Every calculation above assumes you know which revenue came from which campaign. In practice, most teams don't. Last-click attribution credits the final touch — usually a branded search — and systematically starves the top-of-funnel channels that created the demand in the first place.
The result is a predictable death spiral: cut the channel that isn't converting on last-click, watch branded search volume fall, cut branded search because it's now underperforming, wonder where the pipeline went.
Quotarider's Revenue Attribution ties campaigns to closed deals rather than form fills, which is the only version of this that survives contact with a CFO.
Frequently asked
What counts as "spend"?
Everything you'd stop paying if you killed the campaign. Media spend obviously, but also agency retainers apportioned to it, creative production, landing page tooling, and any software bought specifically for it. Teams that count only media spend routinely overstate ROI by 30–50%.
Should I use revenue or gross profit for ROI?
Gross profit — which is what this calculator does. ROI calculated on revenue tells you nothing about whether you made money. The margin slider handles the conversion, so enter gross revenue and set your margin honestly.
What's a realistic B2B lead-to-customer rate?
Enormously variable. Inbound content leads commonly convert at 1–3%. High-intent demo requests can run 15–25%. Outbound cold sequences often land below 1%. Referrals can exceed 40%. If your rate looks wildly high, check that you're counting raw leads and not already-qualified ones.
Does this store my campaign data?
No. Runs entirely in your browser. Nothing sent, nothing stored.