What is a good ROAS?
A good ROAS is one above your break-even ROAS, with enough room to survive a bad week. Break-even ROAS is 1 divided by your contribution margin, so the answer changes with every product. For margins between 25% and 50%, break-even runs from 4x down to 2x.
Good ROAS by margin
Find your contribution margin: what is left of a sale after product cost, shipping, fees and returns, before ads. The second column is where you stop losing money. The third adds a 1.5× buffer, a common starting point for a target you can actually bid at.
| Margin | Break-even | Good target | In Google Ads |
|---|---|---|---|
| 20% | 5.00x | 7.50x | 750% |
| 25% | 4.00x | 6.00x | 600% |
| 30% | 3.33x | 5.00x | 500% |
| 40% | 2.50x | 3.75x | 375% |
| 50% | 2.00x | 3.00x | 300% |
| 60% | 1.67x | 2.50x | 250% |
Not sure of your margin? The break-even ROAS calculator builds it from price, landed cost and fees, and the target ROAS calculator lets you pick a different buffer.
Why “4x is good” misleads
The number you hear most often is 4x. It is exactly break-even for a product with a 25% margin, and nothing more. A 60% margin product at 4x is very profitable; its floor is 1.67x. A 20% margin product at 4x loses money on every order, because its floor is 5.00x. Same ROAS, opposite answers.
What channels actually return
These are the published ecommerce figures we could find. The reports measure different things, some a median, some an average, some a loose range, and for the same channel they differ by more than 2×:
| Channel | Published figures |
|---|---|
| TikTok Ads | 1.4x – 4.0x |
| Meta Ads | 1.9x – 4.0x |
| Google Search & Shopping | 3.5x – 8.0x |
Use them one way only: if your break-even sits above the band a channel typically returns, that channel will struggle to work for that product at that price. Search campaigns tend to return more than social because the buyer is already looking.
Tariffs move the line
Import duty comes out of your margin, so it raises what counts as a good ROAS without anything changing in the ad account. A product with a 40% margin, whose supplier cost is 25% of the price, breaks even at 2.50x. Add 30% duty and it needs 3.08x. The break-even ROAS chart has the floor for every margin and duty rate.
How to tell if yours is good
- Work out your contribution margin for the product.
- Divide 1 by it. That is your break-even ROAS.
- Put your campaign’s revenue and spend into the ROAS calculator with that margin. It tells you whether you clear the floor and what the ads left you.
- If you clear it with a buffer, the ROAS is good. If not, it is not, whatever the averages say.
Common questions
- Is a 2x ROAS good?
- Only if your contribution margin is above 50%. At exactly 50%, 2x is break-even; at 30%, where break-even is 3.33x, a 2x campaign loses money on every sale.
- Is a 3x ROAS good?
- If your contribution margin is above 33⅓%, yes: 3x is break-even at exactly one third, so any margin above that makes money at 3x. Below it, 3x is a slow loss.
- What is a good ROAS for Facebook ads?
- Published Meta figures run from 1.9x to 4.0x depending on the report. Good for you is above your own break-even: 1 divided by your contribution margin.
Sources
Updated 2026-09-26. Channel figures last reviewed 2026-08-22, from: TrueProfit — What's a Good ROAS in 2026; EcomCalcTools — Ecommerce ROAS Benchmarks 2026 by Channel; Hawky — What Is a Good ROAS for Ecommerce, 2026 Benchmarks. Break-even and target figures are computed with the same formula as the calculators; full workings on the methodology page.