Free calculator · Indian D2C
See the profit behind your ROAS.
Calculate placed versus delivered ROAS, GST-exclusive revenue, break-even ROAS, maximum CPA, monthly contribution and the real cost of COD/RTO.Use your real monthly averages
Your inputs
The example values are illustrative—not industry benchmarks. Replace every field with your actual data before using the result.
Your operating view
Positive contribution after marketing
Your entered costs leave a positive monthly contribution.Orders placed1,000
Delivered830
Failed / returned170
Delivery rate83.0%
Your current advertising limits
Maximum sustainable ad spend₹4,76,285Before monthly contribution reaches zero
Maximum delivered CPA₹574At the entered order mix and costs
Actual delivered CPA₹361Ad spend ÷ delivered orders
If COD RTO improves by 5 percentage points
₹24,936 monthly contribution liftApproximately 30 additional delivered orders from the same placed-order volume, using your entered costs.Monthly calculation breakdown
Placed GMV₹15,00,000
Delivered GMV₹12,45,000
Delivered revenue excluding GST₹10,55,085
Product cost-₹3,73,500
Packaging-₹25,000
Forward shipping-₹70,000
Reverse shipping-₹11,900
Payment and COD fees-₹38,400
Agency and other marketing-₹60,000
Ad spend-₹3,00,000
Final contribution₹1,76,285
Planning estimate only. This is not accounting, tax or financial advice. Verify GST treatment, refunds, fees and cost allocation with your finance or tax professional.
How the calculation works
ROAS is revenue efficiency—not profit.
1. Separate placed from delivered orders
COD RTO and prepaid failures reduce the orders that produce collectible revenue. The calculator applies the rates separately because the risk is rarely identical.
2. Remove GST from delivered GMV
Delivered GMV is converted to GST-exclusive revenue before contribution is calculated. Your actual tax treatment may vary, so use the rate and finance method appropriate to your business.
3. Allocate operational costs
Product cost applies to delivered units. Packaging and forward shipping apply to dispatched orders. Reverse shipping applies to failed or returned orders, followed by payment and COD fees.
4. Test the marketing limit
Agency and other fixed marketing costs are removed before calculating maximum sustainable ad spend, break-even delivered ROAS and maximum delivered CPA.
Definitions
Questions about break-even ROAS
What is break-even ROAS?+
The delivered revenue required per rupee of ad spend for contribution to reach zero after the costs entered.
Why can a 4× ROAS still lose money?+
Because ROAS does not subtract GST, product costs, fulfilment, RTO, fees, agency costs or other marketing expenses. A high revenue multiple can coexist with negative contribution.
Should I use platform ROAS or blended ROAS?+
Use both for different decisions. Platform ROAS helps diagnose a channel. A delivered or blended business view helps judge whether the total system produces collectible revenue and contribution.
Can this replace an accountant?+
No. It is a planning model. A qualified finance or tax professional should verify your GST, refunds, fees, inventory and cost-allocation method.