What is a good ROAS for an e-commerce brand?
A good blended return on ad spend depends on gross margin. At 60% margin, breakeven blended ROAS is roughly 1.7x, so 3x or better is healthy. Judge campaigns on contribution margin after cost of goods, shipping and fees rather than platform-reported ROAS, which double-counts conversions across channels.
Key facts
- •Breakeven ROAS = 1 ÷ gross margin
- •60% margin → 1.67x breakeven
- •Blended ROAS is the honest number; platform ROAS overstates
Last reviewed 2026-09-03
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