ROAS, CPM, CPC, CTR & CPA in one place
Avg order value or first-month value
For break-even ROAS
Campaign metrics
CTR
2.00%
CPC
$1
CPM
$10
Conversion rate
3.00%
CPA / CAC
$17
Revenue
$4,800
ROAS
2.40×
Revenue / spend
Break-even ROAS
1.25×
1 / margin
Break-even ROAS assumes you must cover gross margin. For subscriptions, use lifetime value instead of first-purchase revenue to judge true profitability.
ROAS (Return on Ad Spend)
Revenue generated per $1 of ad spend. 4× means $4 back for every $1 spent. Judge it against your break-even ROAS, not a universal target.
Break-even ROAS
The ROAS at which you neither make nor lose money: 1 ÷ gross margin. At 80% margin you break even at 1.25×; anything above is profit.
CPM / CPC
CPM is cost per 1,000 impressions (how expensive it is to be seen); CPC is cost per click (how expensive attention is). Rising CPMs usually mean creative fatigue or tighter targeting.
CPA / CAC
Cost per acquisition — ad spend ÷ conversions. For paid-only channels this is your blended CAC. Compare it to customer LTV to know if you can scale.
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