TL;DR
There's no universal 'good' ROAS — it depends entirely on your margins. Here's how to find your real target and the benchmarks that actually mean something.
→ See how this applies to your business (free 30-min call)Everyone wants a number: "what's a good Meta ROAS?" The honest answer is that the number alone is meaningless without your margins. Here's how to find *your* real target and read benchmarks correctly.
Why "Good ROAS" Is the Wrong Question
ROAS = revenue ÷ ad spend. A 4× ROAS means $4 back for every $1 spent. But 4× is *fantastic* for a high-margin business and *bankrupting* for a low-margin one. The benchmark that matters isn't an industry average — it's your break-even ROAS.
Find Your Break-Even ROAS
Break-even ROAS = 1 ÷ your profit margin.
Everything above break-even is profit; everything below means you're paying to lose money, no matter how "good" the number sounds.
Rough Benchmarks (Read With Caution)
The Trap of Optimizing for ROAS Alone
Chasing a high ROAS number often means *shrinking* spend to only the warmest audiences — great ratio, tiny total profit. Sometimes a *lower* ROAS at much higher volume makes far more money. Optimize for total profit, not the prettiest ratio.
The Honest Take
A "good" Meta ROAS is any number comfortably above your break-even that scales to real total profit. Compute your break-even from your margin first; only then do benchmarks mean anything. And if you sell services, drop ROAS as your headline metric entirely — cost per booked deal is the number that runs your business.
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