What is a good ROAS for a Shopify store?
The short answer
A good ROAS is any ROAS above your own break-even, with room left for fixed costs. Break-even is 1 ÷ the share of an order that is left before ads: a store that keeps 50% of an order breaks even at 2.0, a store that keeps 25% needs 4.0. There is no number that is good for every store.
Why one benchmark cannot work
Two stores sell a $60 order and both run ads at a ROAS of 3.1, so both pay $19.35 in ads per order.
| Store A | Store B | |
|---|---|---|
| Product cost | $18.00 | $34.00 |
| Shipping | $6.00 | $7.00 |
| Payment fee | $2.04 | $2.04 |
| Break-even ROAS | 1.77 | 3.54 |
| Each order at ROAS 3.1 | keeps $14.61 | loses $2.39 |
The ad dashboard shows both stores the same 3.1. It never sees what the products, the shipping and the payment fees cost.
Find your own number in three steps
- Work out your break-even ROAS from a typical order, or better from all real orders. The free calculator does it in 30 seconds.
- Add what you want to keep. To keep $10 on Store A’s order you need $60 ÷ ($33.96 − $10) = 2.50.
- Judge each campaign against that line, not against an average from a blog post.
Reading a campaign against your line
- Clearly above the line: it makes money. Raise the budget in steps and watch whether the ROAS holds.
- Around the line: it pays for itself and nothing more. Keep it only if it brings customers who buy again.
- Below the line: every order costs you money. Cut it or fix it.
Questions
Is a ROAS of 3 good?
Only if your break-even is clearly below 3. A store that keeps 50% of an order before ads breaks even at 2.0, so 3 is profit. A store that keeps 28% breaks even at 3.57, so 3 is a loss.
Is a ROAS of 2 bad?
Not for a store with high margins. If 60% of an order is left before ads, break-even is 1.67 and a ROAS of 2 keeps money.
Should I use the ROAS from Meta or from Shopify?
Use one source and keep to it. The ad platform’s ROAS counts orders its own way and is often higher than revenue ÷ spend from your store’s orders. The store’s orders are the ones you are paid for.
Check it on your own numbers. The break-even ROAS calculator is free and needs no sign-up. ProfitNod works the same numbers out from your store’s real orders, inside Shopify.
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By the ProfitNod team. Updated 15 November 2026. Figures are worked examples or come from a made-up demo store.