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ROAS Calculator — Are Your Ads Making Money?ROAS 计算器 —— 你的广告到底赚不赚钱？

Revenue-based ROAS flatters your ads. A 4x return sounds great until you account for a 20% margin — at which point you are losing money on every sale. Here is the honest version.只看营业额的 ROAS 会美化你的广告表现。4 倍回报听起来很好，直到你算进 20% 的毛利率 —— 那时你其实每卖一单就亏一单。这里给你实话。

Your campaign你的广告数据

Pull these from Meta Ads Manager or Google Ads.这些数字可以从 Meta 广告管理员或 Google Ads 拿到。

RM
RM
%
Actual profit实际利润
RM 0

    Your limits你的临界值

      How this is calculated计算方式说明

      ROAS on its own is a vanity metric

      Return on ad spend divides revenue by ad spend. Spend RM3,000, make RM12,000, and you have a 4x ROAS. Sounds excellent.

      But revenue is not profit. If your margin is 20%, that RM12,000 of revenue is only RM2,400 of gross profit — against RM3,000 of ad spend. You lost RM600. A 4x ROAS and you are still going backwards.

      Break-even ROAS is the number that matters

      The formula is simple:

      Break-even ROAS = 1 ÷ gross margin

      Your marginBreak-even ROASWhat that means
      10%10.0xBrutal. Paid ads rarely work at this margin.
      20%5.0xHard. Needs high order values or repeat customers.
      30%3.3xWorkable with tight targeting.
      50%2.0xComfortable. Most services sit here.
      70%1.4xVery forgiving. Typical of digital products.

      Know your margin before you spend a ringgit on ads. If you do not know it, that is the problem to solve first.

      POAS — profit on ad spend

      Instead of dividing revenue by ad spend, divide gross profit by ad spend. Anything above 1.0x is genuinely making money. This single change stops you from scaling campaigns that are quietly bleeding you.

      When a losing campaign is still worth running

      Two legitimate cases:

      • Repeat customers. If a customer buys four times, you can afford to lose money acquiring them once. Set the repeat-purchase field above to see this properly.
      • Genuinely tracked word of mouth. Some customers arrive through people your ads reached. Just be honest about whether this is measured or merely hoped for.

      Everything else — brand awareness, "building an audience", staying visible — needs a number attached before it justifies losing money every month.

      Things that quietly ruin your real ROAS

      • Returns and refunds — revenue in the dashboard that never reaches your bank.
      • Payment gateway fees — typically 2–3% off the top.
      • Shipping you absorbed — free delivery is a margin cut, not a marketing expense.
      • Discount codes — a 15% code on a 30% margin halves your profit.
      • Attribution overlap — Meta and Google both claiming the same sale means your combined reported revenue exceeds what you actually banked.

      单看 ROAS 是自我安慰的指标

      广告支出回报率＝营业额 ÷ 广告花费。花 RM3,000、做到 RM12,000，ROAS 就是 4 倍。听起来很棒。

      但营业额不等于利润。如果你的毛利率是 20%，那 RM12,000 营业额只有 RM2,400 毛利 —— 而广告花了 RM3,000。你亏了 RM600。ROAS 4 倍，照样在倒退。

      保本 ROAS 才是关键数字

      公式很简单：

      保本 ROAS = 1 ÷ 毛利率

      你的毛利率保本 ROAS意味着什么
      10%10.0 倍非常残酷。这种毛利做付费广告几乎行不通。
      20%5.0 倍很难。需要高客单价或回头客撑住。
      30%3.3 倍可行，但受众要设得很准。
      50%2.0 倍比较宽松。多数服务业在这一档。
      70%1.4 倍非常好做。数字产品typically在这一档。

      在花第一令吉广告费之前，先搞清楚自己的毛利率。如果你不知道，那才是要先解决的问题。

      POAS —— 广告费的利润回报

      不要用营业额除以广告费，改用毛利除以广告费。超过 1.0 倍才是真的在赚钱。光是换这一个算法，就能阻止你把正在默默流血的广告越推越大。

      什么情况下亏钱的广告仍值得跑

      两种合理的情况：

      • 回头客。如果一个客户会买四次，那第一次亏钱把他找来是划算的。把上方的重复购买次数填上，就能看清楚。
      • 真的能追踪到的口碑传播。有些客户是透过看过你广告的人介绍来的。但要诚实面对：这是真的有在量，还是只是你希望如此。

      其他理由 —— 品牌曝光、「养受众」、维持能见度 —— 在拿来合理化每个月亏钱之前，都应该先给它配上一个可衡量的数字。

      会悄悄拉低真实 ROAS 的东西

      • 退货与退款 —— 后台看得到、但永远没进你户口的营业额。
      • 金流手续费 —— 一般先扣掉 2–3%。
      • 你自己吸收的运费 —— 免运是砍毛利，不是营销费用。
      • 折扣码 —— 30% 毛利之下给 15% 折扣，利润直接砍半。
      • 归因重叠 —— Meta 和 Google 都说同一单是自己带来的，加起来的报表营业额会高于你实际收到的钱。

      Frequently asked questions常见问题

      What is a good ROAS in Malaysia?在马来西亚，ROAS 多少算好？
      There is no universal good number — it depends entirely on your margin. At a 50% margin, 2x is break-even and 3x is healthy. At a 20% margin, 5x is break-even and 3x means you are losing money. Anyone who tells you "aim for 4x ROAS" without asking about your margin is giving you advice they have not thought through.没有通用的好数字 —— 完全取决于你的毛利率。毛利 50% 时，2 倍保本、3 倍算健康。毛利 20% 时，5 倍才保本，3 倍其实在亏钱。任何人在没问你毛利率的情况下就说「目标做到 4 倍 ROAS」，那是没经过思考的建议。
      Why does my Facebook Ads Manager show a higher ROAS than my actual profit?为什么我的 Facebook 广告后台显示的 ROAS 比我实际利润高？
      Several reasons at once. Ads Manager reports revenue, not profit, so your cost of goods is invisible to it. It also uses attribution windows that credit sales which may have happened anyway, and if you run Google Ads too, both platforms may claim the same order. Refunds, payment fees, shipping and discounts also never appear in the ad platform. Always reconcile against your actual bank figures.几个原因同时发生。广告后台报的是营业额、不是利润，你的成本它完全看不到。它还使用归因窗口，会把本来就会发生的订单也算成广告功劳；如果你同时跑 Google Ads，两个平台可能都宣称同一单是自己带来的。退款、金流手续费、运费与折扣也从来不会出现在广告平台里。请一定要跟你实际的银行进账对账。
      My margin is only 15%. Should I run ads at all?我的毛利率只有 15%，还应该做广告吗？
      You would need a 6.7x ROAS just to break even, which is achievable but demanding. Before spending on ads, look at whether you can raise prices, cut supply costs, increase average order value through bundling, or build repeat purchases. A thin margin is a business model problem, and paid advertising tends to expose it rather than fix it.你需要 6.7 倍 ROAS 才刚好保本 —— 做得到，但很吃力。在花钱投广告之前，先看看能不能提价、压低进货成本、用配套提高客单价，或者建立回头客机制。毛利太薄是商业模式的问题，而付费广告通常只会把这个问题暴露出来，不会解决它。
      Should I count repeat customers in my ROAS?ROAS 应该把回头客算进去吗？
      Yes, but only if you actually measure it. Customer lifetime value legitimately justifies paying more to acquire someone — a customer worth RM400 over a year can be acquired at RM150 even if the first order only nets RM60. The danger is assuming repeat purchases you have never verified. Check your real repeat rate before you let it justify a losing campaign.应该，但前提是你真的有在量。客户终身价值确实可以合理化更高的获客成本 —— 一年价值 RM400 的客户，即使第一单只赚 RM60，花 RM150 去获取也是划算的。危险在于假设了一个你从未验证过的回购率。在拿它来合理化一个亏钱的广告之前，先查清楚你真实的回购数据。

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