Free DTC Marketing Calculators: ROAS, LTV:CAC, MER
Four calculators for the numbers that decide whether ad spend makes money. Each runs in your browser: nothing you type is saved or sent anywhere.
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Break-even ROAS
What ROAS do your ads have to beat before an order makes money?
- You enter
- AOV, COGS, shipping, fees, fulfillment, returns
- You get
- Break-even ROAS and max CPA
- Formula
Break-even ROAS = 1 / CM2 %
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LTV:CAC
Does a new customer pay back what it cost to win them, and how fast?
- You enter
- Margin per order, repeat orders, acquisition spend, new buyers
- You get
- CAC, LTV, the ratio and payback in days
- Formula
LTV:CAC = LTV / CAC
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Creative testing budget
How much does each test cell need per day to give a readable result?
- You enter
- Target CPA, number of cells, test length
- You get
- Daily floor per cell, daily total, total test cost
- Formula
Daily budget floor per cell = (target CPA x 50) / 7
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MER vs ROAS
How much revenue do your ad platforms claim that the store never booked?
- You enter
- Store revenue, marketing spend, each platform's spend and claimed revenue
- You get
- MER, blended ROAS, platform ROAS and the share platforms claim
- Formula
MER = total store revenue / total marketing spend
Want this read on your own ads?
We pull your live ads from the Meta Ad Library, set them next to the longest-running ads in your category, and send back what we'd change and test next. The teardown is free.