The numbers you end up recalculating in a spreadsheet every week: return on ad spend and the break-even ROAS your margin actually supports, CPM solved from whichever two of impressions, budget and rate you have, margin versus markup (they are not the same thing and confusing them is expensive), and clean UTM-tagged campaign URLs.
The ROAS calculator in particular does the bit most don't: it works backwards from your gross margin to the ROAS at which a campaign stops losing money, and to the target CPA that implies. That's the number worth optimising against, rather than a headline ROAS that looks fine while the account bleeds.
All marketing tools
- UTM Builder — Build clean, consistent campaign URLs without the spreadsheet.
- ROAS Calculator — Return on ad spend, break-even ROAS and target CPA in one place.
- CPM Calculator — Work out CPM, impressions or budget from any two numbers.
- Margin Calculator — Margin, markup and profit from cost and revenue.
Frequently asked questions
What's the difference between margin and markup?
Margin is profit as a share of the selling price; markup is profit as a share of the cost. A 50% markup on a £10 cost gives a £15 price and a 33% margin. Quoting one when you mean the other is one of the most common and most costly pricing errors, which is why the margin calculator shows both side by side.
What is break-even ROAS and why does it matter?
It's the return on ad spend at which your gross profit exactly covers your ad cost — below it, every additional sale loses money. It's set by your margin: at a 40% gross margin you need a ROAS of 2.5 just to break even. Reporting a 3.0 ROAS as a win means nothing until you know that number.
Why use a UTM builder instead of typing the parameters?
Consistency. Analytics treats `Facebook`, `facebook` and `FB` as three separate sources, and once inconsistent tags are in your reporting you can't retroactively fix the data. The builder enforces one casing convention and shows you the finished URL before you use it.