Calculator guide

Apple Ads ROAS calculator and formulas

ROAS is revenue divided by ad spend. For a campaign with $2,000 in spend and $3,200 in attributed revenue, ROAS is 1.6×, or 160%. Profitability needs a second calculation for platform fees and variable costs.

6 min readUpdated Aug 4, 2026
01

Core formulas

ROAS = attributed revenue ÷ ad spend. Break-even revenue = ad spend ÷ target marketing-cost ratio. Target CPA = expected contribution per paying user × acceptable acquisition share.

  • $3,200 ÷ $2,000 = 1.6× ROAS
  • $2,000 ÷ 0.50 = $4,000 break-even revenue at a 50% ad-cost share
  • $30 contribution × 40% = $12 target CPA
02

Use contribution, not vanity revenue, for the decision.

Store commissions, refunds, taxes, support, and content costs can make a 1.0× revenue ROAS unprofitable. Build a target from the cash contribution available to fund acquisition.

03

Match the value horizon to the decision horizon.

Day-zero revenue helps with fast feedback; day-30 or predicted lifetime value may better fit subscriptions. Do not compare campaigns on different value horizons.