Is your ad spend actually profitable?
ROAS measures revenue, not profit, so a "good" ROAS can still lose money once margin and incrementality are accounted for. Enter three numbers to see your real break-even ROAS and what's actually left after ad spend. No email, no signup.
How to read these numbers
Break-even ROAS = 1 ÷ gross margin. At a 60% margin, you need a 1.67× return on every ad dollar just to cover the cost of the goods you sold. Anything above that contributes profit; anything below quietly loses money even if the dashboard shows a "positive" ROAS.
Why ROAS alone misleads
ROAS is a revenue ratio, so it ignores margin entirely. A 4× ROAS on a 20% margin product is underwater (break-even is 5×), while a 2× ROAS on an 80% margin product is comfortably profitable (break-even 1.25×). Always compare current ROAS to your break-even, not a generic benchmark.
The incrementality gap
Ad platforms count conversions they touched, including buyers who'd have purchased anyway. If 20–40% of "attributed" revenue isn't incremental, your true break-even ROAS is meaningfully higher than the textbook formula. The advanced slider lets you stress-test that, and it's the single biggest reason rising ad spend stops turning into revenue, covered in Why your ad spend isn't turning into revenue.
Fixing this is core to paid media management and attribution & reporting, making the reported number match the real one.