ROI is profit over spend, as a percent. ROAS is a revenue multiple. Google Ads shows ROAS.

Is revenue VAT-inclusive?

Use the same convention throughout (ex-VAT or inc-VAT). The tool does not convert VAT.

(01) — TOOLS

Ad campaign ROI.

Spend and attributed revenue. ROI = (revenue − spend) / spend. ROAS = revenue / spend. Indicative, not an Ads audit.

ROI

Ad ROI / ROAS calculator, free, in the browser.
ROI = (revenue − spend) / spend. ROAS = revenue / spend.
CTR, CPC, CPA and conversion rate if impressions, clicks and conversions are set.
Nothing is sent to a server.

(02) — METHOD

01 — ROI

(revenue − spend) ÷ spend. 50% means €1.50 back per €1 spent, so €0.50 profit.

02 — ROAS

Revenue ÷ spend. 4× ROAS is €4 revenue per €1 of ads. Platforms usually quote ROAS, not ROI.

03 — Funnel

Impressions, clicks and conversions yield CTR, CPC, CPA and conversion rate. Leave at 0 if you lack them.

(03) — FAQ

ROI or ROAS?: ROI is profit over spend, as a percent. ROAS is a revenue multiple. Google Ads shows ROAS.
Is revenue VAT-inclusive?: Use the same convention throughout (ex-VAT or inc-VAT). The tool does not convert VAT.
Is anything sent to a server?: No. Figures stay in the tab.