/en/calc/breakeven/ works Calculated in your browser
Split spending into fixed costs and ad spend, enter the average order value, margin, and CPC, and the calculator will show the break-even threshold in orders, break-even ROAS, and maximum ad spend ratio. It also shows maximum CPC, CPA, and lead price—the numbers you need to set in your ad platform strategy. The collapsed “Total cost” section adds shipping, packaging, payment processing, marketplace commission, returns, and discounts. Calculations run in your browser: no data is sent anywhere, but the field values are added to the address bar so you can share the calculation by link.
There is no Calculate button: edit the numbers on the left, and the result on the right updates as you type.
Orders to break-even
—orders
Break-even ROAS —× Maximum ad spend ratio —%
Black marker — break-even point; blue bar — the number of orders this spend generates at your conversion rate.
Forecast — threshold —
Calculated in your browser: neither your average order value nor your margin is sent anywhere — after loading, the page makes no requests, as you can see in the developer tools. Only the numbers you enter are placed in the address bar, so you can share the calculation by sending the link.
Columns show the margin after all deductions, which determines the break-even ROAS: it is the same for the entire column because the average order value cancels out in this formula. Rows show the average order value from −40 to +40 % relative to the current value. Each cell shows the click-to-order conversion rate at which the campaign breaks even: compare it with yours. Green means there is headroom compared with your conversion rate, gray means it is achievable but higher than yours, and red means it is above 100 %, making it impossible regardless of site optimization.
| Average order value | 20% margin ROAS 5,0× |
30% margin ROAS 3,3× |
40% margin ROAS 2,5× |
50% margin ROAS 2,0× |
60% margin ROAS 1,7× |
|---|
The same money, three different moves: raise the average order value by a tenth, cut the CPC by a fifth, or negotiate five percentage points of margin. The columns are calculated from your numbers, so you can see not “what generally happens,” but what will deliver more here.
| Metric | Current | Average order value +10% | CPC −20% | Margin +5 pp |
|---|
Split the money into two categories. Fixed costs include production, creative work, and contractor fees: they do not grow with the number of orders. Ad spend is the money paid to the platform. The threshold uses both, while clicks are based only on ad spend.
Use gross margin based on the order value: (order value − product cost) ÷ order value. Do not include delivery, payment processing, or platform commission here — they have their own block, otherwise they will be deducted twice.
Expand “Total cost” if you sell a product. Delivery and packaging reduce the margin by fixed amounts; payment processing and commission reduce it by percentages; the discount cuts revenue while leaving product cost unchanged. The “Margin after all deductions” line shows what is actually left.
Take the CPC from the platform forecast. If there is no forecast, click the platform in the button row: a typical range will be inserted, and you can adjust it later.
Look at the maximum CPC and maximum CPA — these are the ceilings for the platform strategy. As long as the bid is below the maximum CPC, each additional click still pays for itself.
The completed calculation can be exported in three ways: as text copied to the clipboard, as a link with the fields in the URL, and as a CSV file. The “Print” button outputs only the result — fields and buttons are not printed.
Orders to break even = (Fixed costs + Ad spend) ÷ Profit per order Break-even ROAS = 1 ÷ Margin after deductions Maximum CPC = Profit per order × Conversion rate
Returns are calculated as follows: for a returned order, revenue is reduced to zero, the product goes back into inventory, and delivery and packaging costs are lost. Therefore, profit per order is multiplied by the share of orders not returned, while delivery and packaging are charged to returned orders. A discount cuts revenue, not product cost: selling at a 20% discount is cheaper than buying the product at a 20% lower cost.
The input data is the same as the default field values: you can calculate it mentally and confirm that the tool is telling the truth.
Profit per order: 3,000 × 40% = 1,200 ₽. There are no deductions, so the margin after deductions is also 40%.
Break-even ROAS: 1 ÷ 0.4 = 2.5×. Maximum DRR is the same 40%: you cannot give advertising more than forty cents of every dollar in revenue.
Total costs: 20,000 + 60,000 = 80,000 ₽. Orders to break even: 80,000 ÷ 1,200 = 66.7 — rounded up to 67. Revenue at break-even: 67 × 3,000 = 201,000 ₽.
Clicks from ad spend: 60,000 ÷ 30 = 2,000. Required conversion rate: 67 ÷ 2,000 = 3.35%, or one order per 30 clicks.
Maximum CPA equals the profit per order — 1,200 ₽. Maximum CPC: 1,200 × 4% = 48 ₽ versus the current 30, so there is still room to raise the bid. Maximum lead price: 1,200 × 30% = 360 ₽.
Forecast at a 4% conversion rate: 2,000 × 4% = 80 orders. That is above the threshold of 67, so the campaign is profitable: 80 × 1,200 − 80,000 = 16,000 ₽.
Threshold with growing ad spend: advertising per order is 30 ÷ 4% = 750 ₽, leaving 1,200 − 750 = 450 ₽ per order; 20,000 ÷ 450 = 44.4 — rounded up to 45 orders.
A customer buys twice a year, so the number of new customers needed is 67 ÷ 2 = 33.5 — rounded up to 34.
The threshold is 67 orders, and the forecast is 80. The campaign earns 16,000 ₽, while the maximum CPC of 48 ₽ shows how far you can raise the bid without going negative.
Only in how the fraction is written. ROAS is revenue per advertising dollar; DRR is the share of revenue spent on advertising. A 40% margin gives a ROAS of 2.5× and a DRR of 40%: one figure written two ways. Strategy names vary across ad platforms, so the panel includes both.
Because they behave differently. Production costs the same for ten orders as for a thousand, while ad spend can grow with demand. When both expenses were in one field, the threshold for a long campaign was overstated: the tool acted as if the contractor were paid for every order. Separating them adds a second line — “Threshold with growing ad spend” — where advertising is deducted from the profit on each order, and only fixed costs need to be covered.
Include only the cost of the product or service in the margin: what you paid for it. Everything else charged on a specific order goes in the block below: delivery and packaging as fixed amounts; payment processing and platform commission as percentages; returns and the average discount as percentages too. If delivery is entered in both places, it will be deducted twice and the threshold will be overstated.
It means the campaign will not break even at this CPC, even if every visitor places an order. There are three levers: a cheaper click, a higher average order value, and a higher margin. The “Three levers side by side” table calculates all three from your figures and shows which one will have the greatest effect.
It is a rough estimate in rubles, measured in summer 2026 and updated manually. It gives you a starting point when the platform forecast is not available yet. The actual CPC depends on the topic, region, and time of day and can easily differ from the range by a factor of two, so replace it as soon as you have the first report.
All fields are encoded in the address bar, so you only need to copy the URL — there is a separate button. The page will open with the same figures from the link. There are two other output options: text copied to the clipboard and a CSV file with all rows, the matrix, and the scenarios. The “Print” button outputs only the result: fields and buttons are hidden when printing.
The order threshold and the customer threshold are different when customers return. If each customer makes two purchases per year, each new customer covers two orders, so you need to acquire half as many people. Advertising pays for customers, not orders, so it is more convenient to plan ad spend using this line.
The entire calculation runs in the browser: after loading, the page makes no requests, as you can see in the developer tools’ “Network” tab. The only place your figures go is your own browser’s address bar, and only so you can share the calculation by link. The CSV file is also generated on your device.