Most DTC founders celebrate a ROAS that sits below their real break-even. Two minutes with your numbers tells you if you're one of them.
All the math runs in your browser. Nothing is stored.
Break-even is not 1 divided by gross margin. Discounts, returns, shipping and fees all eat the number quietly. Example figures are pre-filled; replace them with yours.
Everything below recalculates live as you type.
Before discounts. If your AOV is already discount-net, leave the discount field at 0.
As a share of order value.
Pick, pack and postage, per order shipped.
Published online card rates, as of July 2026.
Don't know it? Take your last 30 days of total store revenue and divide by Meta spend for the same window. Platform-attributed ROAS flatters; blended is the honest number.
The profit you want each ad dollar's revenue to keep.
Share of orders refunded. Apparel often runs 15 to 30%.
Average markdown across orders (codes, sitewide sales).
Testing more finds more winners, but only if each creative gets enough spend to prove itself. Your budget sets two ceilings: how many creatives you can screen, and how many winners you can confirm.
Average daily spend across the account.
Net-new concepts or variants launched weekly.
From Ads Manager. Left empty, we estimate it from your blended ROAS, which can flatter (it counts organic and repeat revenue too).
Both ceilings assume your full budget feeds testing. With scaled winners running, your practical capacity is lower.
A screen tells you which creatives to kill. A confirmed winner tells you which ad won this week. Neither tells you why it won, which angle to push next, or what three months of tests have already ruled out. That is a learning system, and it is the difference between creative that compounds and creative that starts from zero every campaign.
The numbers above are the first page of that system. The rest is finding where your funnel leaks the margin this calculator just measured, and running tests that feed every result back into the next brief.
I'm David. I run Meta ads and creative strategy for DTC brands. Most recently I took a brand from $10k to around $45k a month in six months, at roughly 3x the ad spend, with blended ROAS up from 0.95 to 2.28.
If your numbers came back leaky, I'll record you a short leak-map walkthrough of your account: the top three leaks I can see and what I'd test first, within 48 hours. Free, because a few of these turn into client work. That's the whole deal. No pitch either way.
Numbers came back healthy? Then the real question is whether your testing compounds week over week. Same offer, different starting point.
Screenshot your results. Reply with it wherever you found this link, and your leak map lands within 48 hours.
I record every leak map myself, so they're capped at five a week. First come, first served.