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The max you can bid and still not lose money
The two numbers media buyers actually track
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ROAS is revenue divided by ad spend — a 2x ROAS means you made $2 back for every $1 spent. ROI is profit as a percentage of spend, so it subtracts your ad cost first. A 2x ROAS equals a 100% ROI.
The highest amount you can pay per click before the campaign stops making money. It equals your earnings per click (EPC). If your actual CPC is above it, you lose money on every click.
Not necessarily. You have four levers: lower your CPC with better targeting or creative, raise your conversion rate with a better landing page, promote a higher-priced offer, or negotiate a higher commission rate.
No — it models front-end commission only, so it is the conservative view. Funnels with upsells or rebills earn more per sale, which pushes your real break-even CPC higher.
No. This is arithmetic on the numbers you enter, not a promise of results. Ad costs and conversion rates move constantly — always start with a small test budget.