The only free calculator that computes ROAS per channel and blended ROAS across both Google Ads and Meta Ads — so you can see where your spend is actually working.
Google Ads
Meta Ads
Pulse by Nurdd connects both ad accounts so you can view performance, edit campaigns, and get AI recommendations — all in one place.
Try PulseRevenue attributed to a channel divided by the amount spent on it. Spend ₹1,00,000 on Meta and attribute ₹3,50,000 of revenue to it and the ROAS is 3.5, usually written 3.5x. It is a ratio, not a percentage, and it says nothing about profit on its own — that depends on your margin.
This tool labels 5x and above Excellent, 3x and above Good, 2x and above Marginal, 1x Break-even on ad spend alone, and below 1x Loss-making. Those are useful defaults, but the honest answer is that the only threshold that matters is your break-even ROAS, which is 1 divided by your gross margin. At a 40% margin you need 2.5x just to cover the cost of goods and the ad spend — a "Good" 3x is barely profitable.
Blended ROAS is total revenue divided by total spend across both channels, which is what this tool shows alongside the individual figures. It is almost always lower than what the platforms report, because Google and Meta each claim credit for the same conversions. Add their reported revenue together and you frequently get more than the business actually earned. Blended is the number that reconciles with your bank account.
Different attribution windows and different models. Meta defaults to a 7-day click, 1-day view window and will claim a sale from someone who merely saw an ad. Google Ads uses data-driven attribution across a longer window and leans on last-click behaviour. A customer who saw a Meta ad on Monday and searched your brand on Google on Thursday appears as a conversion in both accounts. Neither is lying; they are answering different questions.
Profit, always — ROAS is a proxy that breaks in predictable ways. Pushing for a higher ROAS usually means narrowing targeting to people who would have bought anyway, which raises the ratio while shrinking total profit. A campaign at 2.5x on ₹10 lakh often makes more money than one at 6x on ₹1 lakh. Use ROAS to compare channels at a fixed spend level, not to decide how much to spend.
Profit on ad spend: gross profit divided by ad spend, rather than revenue divided by ad spend. It is the better metric whenever margins differ across your catalogue, because revenue-based ROAS quietly rewards selling your lowest-margin products. If you sell a ₹500 item at 60% margin and a ₹5,000 item at 15%, ROAS will tell you the expensive one is winning while POAS shows the opposite.
Only if you exclude them from the revenue figure you enter, which you should. Platform-reported revenue is usually gross: it includes tax, shipping charged to the customer, and orders that were later returned or cancelled. For a D2C brand in India with a normal return rate, netting those out can move ROAS by a full point. Enter net realised revenue and the number becomes something you can make decisions on.
The usual causes are audience saturation, rising auction competition in a festive window, and creative fatigue — the same people seeing the same ad for the fourth time. Check frequency first, then whether spend was scaled recently, since scaling almost always reaches a less qualified audience. A gradual decline at flat spend is normally creative; a sharp one right after a budget increase is normally the audience.