Facebook Ads fees in this calculation
Presets reflect typical Facebook Ads economics (verified 2026-07-23) — adjust every field to your actual numbers. Estimates only.
| Payment processing Card rate — Meta takes nothing from the sale itself | ~2.9% + 30¢ |
| Shipping Label + packaging you actually pay per order | merchant-paid |
| Fulfillment / pick-pack 3PL or in-house; $0 if you self-fulfil | $3–$6 typical |
Worked examples
Typical DTC prospecting product
| Selling price | $50.00 |
| All per-order costs | $26.75 |
| Contribution margin | $23.25 |
| Break-even ROAS | 2.15× |
About $23.25 kept — a 2.15× floor before any attribution cushion.
Impulse-priced product
| Selling price | $25.00 |
| All per-order costs | $17.03 |
| Contribution margin | $7.97 |
| Break-even ROAS | 3.14× |
Low AOV, heavy fixed costs — only ~$7.97 kept, a 3.1× floor.
Break-even ROAS by margin — quick reference
| Gross margin (after fees) | Break-even ROAS |
| 20% | 5.00× |
| 25% | 4.00× |
| 33% | 3.03× |
| 40% | 2.50× |
| 50% | 2.00× |
| 60% | 1.67× |
Frequently asked questions
What is a good ROAS on Facebook ads?
One comfortably above your break-even ROAS. A 50%-margin store breaks even near 2.0× and wants 3×+ to profit after the attribution cushion; a thin-margin product may need 4×. Meta prospecting typically runs a lower ROAS than retargeting, so blend them and judge the account against its own floor, not a screenshot from someone else's niche.
Why is my Meta-reported ROAS higher than my real profit?
Two reasons. First, ROAS measures revenue against ad spend and ignores product cost entirely — a 3× ROAS on a 25%-margin product barely breaks even. Second, since iOS privacy changes Meta leans on modeled conversions that tend to over-credit itself. Trust your break-even floor and blended math (total revenue ÷ total spend) over the in-platform number.
How do I set my Meta ROAS goal from break-even?
Take the break-even this calculator gives you and set the campaign ROAS goal above it by the margin you want to keep — plus a point or so for attribution slippage. If break-even is 2.15× and you want real margin, a 3× goal is a sane starting point. Give the algorithm enough conversions to learn before tightening it.
Does Facebook take a cut of each sale?
No — Meta bills only for the ads (impressions/clicks), never a percentage of the order. Your break-even ROAS is therefore set purely by product margin: COGS, shipping, processing and fulfillment, with no platform sales fee stacked on top the way a marketplace would.