Paid social funnel estimate
A campaign spends $5,000 at $18 CPM, 1.2% CTR, 2.5% conversion rate and $95 AOV.
- Spend: $5,000
- CPM: $18
- CTR: 1.2%
- Conversion rate: 2.5%
- AOV: $95
Paid acquisition
Facebook Ads ROAS Calculator
Estimate Facebook Ads ROAS from CPM, CTR, conversion rate, AOV and gross margin.
Paid acquisition
Facebook Ads ROAS Calculator
Use this to model paid social economics before increasing spend on Facebook or Instagram campaigns.
How to use this calculator
Start with conservative inputs, copy the result, then test a best-case and worst-case version. For production decisions, compare the estimate against actual accounting, analytics and payment data.
Best used for
Use this to model Facebook or Instagram ad funnel economics before spending more on paid social creative tests.
Formula
Facebook Ads ROAS is a funnel calculation. CPM controls reach, CTR controls traffic, conversion rate controls orders and AOV controls revenue.
Formula
Impressions = ad spend / CPM * 1,000. Revenue = impressions * CTR * conversion rate * AOV. ROAS = revenue / ad spend.
Example
How to read the result
- ROAS needs to be compared with gross margin, not only revenue.
- CPM, CTR and conversion rate reveal which part of the funnel is limiting performance.
- Contribution after ads is the safer metric for early scaling decisions.
Common mistakes
- Assuming Meta-reported conversions exactly match payment data.
- Ignoring creative fatigue and audience saturation.
- Increasing budget before the funnel has enough purchase data.
FAQ
What is a good Facebook Ads ROAS?
It depends on gross margin, repeat purchase rate and attribution window. A store with low margin needs higher ROAS than a high-margin product.
Why include CPM and CTR?
ROAS can move because traffic gets more expensive, creative gets fewer clicks, or the landing page converts worse. The funnel view helps isolate the driver.
Does this match Meta Ads Manager?
Not exactly. Platform attribution, modeled conversions and reporting windows can differ from browser-based scenario math.
Important limits
- Paid social attribution can be inflated or incomplete.
- Creative fatigue and audience saturation can change CPM, CTR and ROAS.