Find out if your Meta Ads are generating real profit or losses
Meta's reported ROAS is misleading. This calculator uses your real margin to give you the true ROI, ROAS and CPA of your Facebook and Instagram Ads campaigns.
Enter your real data and calculate your campaign's profitability.
You'll see if you're making money… or losing it.
Why you need to calculate the real ROI of Meta Ads
Meta's Ads Manager reports a ROAS that almost never reflects the real performance of your campaigns. It uses wide attribution windows, includes tax in revenue and does not deduct returns. The result is an inflated ROAS that can make you believe your campaigns are profitable when they are actually destroying margin.
This calculator uses your real margin to compute true ROI: how much net profit each dollar invested in Meta Ads actually generates, once the cost of goods is deducted.
When is a Meta Ads campaign profitable?
Negative ROI
CPA exceeds the margin. Every sale generates a loss even if ROAS looks positive.
ROI 0–20%
Tight profitability. Any shift in CPC or conversion rate can push the campaign into the red.
ROI +20%
Profitable campaign. Evaluate whether to scale while keeping control of maximum CPA.
Common mistakes when calculating Meta Ads ROI
- —Using the Ads Manager ROAS without adjusting for tax and returns.
- —Not deducting the cost of goods from your real margin. Revenue is not profit.
- —Measuring with a 7-day window and comparing against other channels that use 1 day.
- —Confusing ROAS with ROI. A 4x ROAS with a 20% margin still generates a loss.
Frequently asked questions
Learn more about ROI in Meta Ads
Why Meta's reported ROAS is inflated and how to calculate the real performance of your campaigns.