Target ROAS Calculator
Work out the target ROAS you need to hold a given CPA — from your CPC, conversion rate and value per conversion. Run as many scenarios as you like.
How to use
Enter your numbers
Add CPC + conversion rate (or a CPA directly) and the value per conversion. Add a profit margin to see break-even and profit.
Read ROAS ↔ CPA
Get the ROAS needed to hold your CPA — or type a ROAS to back-solve the CPA it implies. Switch between revenue ROAS and profit ROAS (POAS).
Compare, test & share
Add rows, run what-if changes to CPC/conversion rate, then export to CSV or copy a share link.
How the maths works: CPA = CPC ÷ conversion rate. Revenue ROAS = value per conversion ÷ CPA; profit ROAS (POAS) = revenue ROAS × margin. Break-even ROAS = 1 ÷ margin (the revenue ROAS where ad spend just equals gross profit). Type a ROAS instead of a CPA to back-solve the CPA it implies (CPA = value ÷ ROAS). If your value per conversion is VAT-inclusive, tick “Value/conversion is VAT-inclusive” above — Net ROAS (ex-VAT) strips the VAT out of revenue before dividing by CPA, which is the fairer figure to hold your account to.
📖 Read our guide: Performance Max: help or hurt? How to steer the black box
How it calculates
- CPA = CPC ÷ conversion rate. Revenue ROAS = value per conversion ÷ CPA. Profit ROAS (POAS) = revenue ROAS × margin.
- Break-even ROAS = 1 ÷ margin — the revenue ROAS at which ad spend exactly equals gross profit. Type a target ROAS instead of a CPA to back-solve the CPA it implies (CPA = value ÷ ROAS).
- If value per conversion is VAT-inclusive, tick that box and pick a rate — Net ROAS (ex-VAT) strips VAT out of revenue before dividing by CPA, the fairer figure to hold an account to.
- Add rows to compare what-if scenarios side by side, then export to CSV or copy a share link that reproduces the same rows for someone else.
Related tools
- PPC Metrics Calculator — Calculate your ACTUAL ROAS/CPA from real campaign numbers to compare against a target
- Max CPC Bid Calculator — A single-row version focused specifically on the maximum bid
- Ad-Spend VAT & Reverse-Charge Explainer — Understand why ad spend and shop revenue are usually taxed differently
Last updated: 19 August 2026 · Built by the CWA Europe PPC team.
Frequently asked questions
What does the Target ROAS Calculator do?
It calculates the return on ad spend you need to achieve a given target CPA, based on your cost per click, conversion rate and value per conversion; it also reverse-solves so you can input a ROAS target and see the implied CPA, and it shows break-even and profit ROAS figures.
What is the difference between break-even ROAS and target ROAS?
Break-even ROAS is the minimum return that covers your ad spend exactly (i.e. no profit or loss), whereas target ROAS is the higher return needed to achieve a specific profit margin or CPA goal.
How do I use the reverse-solve feature?
Enter a desired ROAS figure and the tool works backwards to show you the CPA that corresponds to that return, which is helpful when a client or stakeholder sets a ROAS target and you need to understand what that means in cost-per-conversion terms.
Is my data stored or shared?
No. All calculations run entirely in your browser; none of the figures you enter are sent to a server or retained after you leave the page.