Digital Marketing
Tools That Drive Results

It depends entirely on your gross margin. A business with 50% margin needs at least 2x ROAS to break even. Most Indian D2C brands need 2.5x–4x after accounting for returns, shipping, and discounts. Use this calculator to find your own number — not industry averages.

This calculator shows ad profit only. It doesn't include overhead — team salaries, software costs, returns, shipping, payment gateway fees. Add ~15–25% overhead buffer on top of your break-even ROAS for a safer real-world target.

Scale only when your actual ROAS is at least 30–40% above break-even for 7+ consecutive days. Scale in 15–20% budget increments, not doubles. Watch CPA daily. If CPA rises beyond your break-even CPA, pause and fix the creative or audience before going bigger.

TOF (Top of Funnel) = Cold audiences who don't know you. Use interest-based targeting, lookalikes, broad. Goal: reach & awareness. MOF (Middle of Funnel) = People who engaged with your content or visited your page. Goal: consideration & nurturing. BOF (Bottom of Funnel) = Website visitors, add-to-cart, video viewers 75%+. Goal: conversions & purchases. Most budgets should lean 50–60% BOF because these are the warmest leads.

TOF: 3–5 ad creatives (test different hooks — problem-aware, desire-based, social proof). MOF: 2–3 creatives (testimonials, case studies, product demos). BOF: 2–3 creatives (strong offer, urgency, discount or free trial). Meta's algorithm needs at least 50 conversions per ad set per week to optimise properly — don't spread budget too thin.

Scale only when your BOF campaigns are hitting target CPA for 7+ consecutive days. Increase budget by 20% every 3–4 days maximum. Doubling overnight resets the learning phase. Duplicate winning ad sets rather than editing — editing restarts learning. Watch frequency: if BOF frequency exceeds 4.0, your retargeting audience is saturated; expand TOF to bring in fresh traffic.