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Paid ads calculator

Facebook Ads ROI Calculator

Facebook and Instagram campaigns are often optimized with platform metrics such as CTR, CPA, and ROAS. Those metrics describe different stages of the funnel and none alone proves profit. This calculator combines delivery, response, purchases, attributed revenue, margin, and creative cost in one view.

Reviewed Jul 22, 2026

Your assumptions

Estimated result

Facebook Ads ROI

79.6%

Revenue ROAS is 4:1:1 before margin and creative costs.

Revenue ROAS
4:1
Link click-through rate
1.5%
Media cost per purchase
$25

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Transparent math

How the calculation works

Meta Ads ROI = (Attributed revenue × Margin − Ad spend − Creative cost) ÷ Total campaign cost

CTR divides link clicks by impressions. CPA divides media spend by attributed purchases. ROAS divides attributed revenue by media spend. ROI applies gross margin to revenue, subtracts media plus creative and management cost, and compares contribution profit with total campaign cost.

Worked example

Put the result in context

A campaign spends $12,000, delivers 800,000 impressions, receives 12,000 link clicks, and records 480 purchases worth $48,000. CTR is 1.5%, media CPA is $25, and ROAS is 4:1. At 58% margin and $3,500 of creative cost, ROI is lower because the model accounts for product economics and production.

Methodology

Make the estimate defensible

  • 01Use link clicks rather than mixing all clicks with landing-page sessions.
  • 02Reconcile attributed purchases and revenue with analytics or transaction records.
  • 03Include the recurring cost of producing enough creative to sustain delivery.

Interpretation

What counts as a good result?

Compare performance within a consistent objective, placement mix, audience stage, geography, and attribution window. A prospecting campaign may have lower short-term ROAS than remarketing while creating more incremental customers. Creative fatigue and frequency should be reviewed alongside CPA and total profit.

Read before deciding

Limitations

  • Platform attribution can include view-through conversions and modeled events.
  • The calculation does not estimate incrementality or organic spillover.
  • Average margin can hide product-mix differences caused by the campaign.

Common questions

Frequently asked questions

Should I use clicks or link clicks?

Use link clicks or landing-page views for traffic analysis. “All clicks” can include reactions and other interactions that do not visit the site.

Why include creative cost?

Meta performance depends heavily on continuous creative production. Excluding it understates the cost required to sustain the campaign.

Is platform-attributed revenue incremental?

Not necessarily. Incrementality requires an experiment, holdout, or credible model comparing outcomes with and without advertising.

What is a good Facebook Ads CTR?

CTR varies by objective, placement, format, audience, and market. Compare like-for-like campaigns and pair CTR with conversion quality and contribution profit.

Sources and further reading

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