App UA ROAS calculator
Measure how quickly your UA campaigns pay back — at Day 7 and Day 30, gross and net, with the break-even target in plain view.
Enter your ad spend, installs, Day 7 and Day 30 cohort revenue per install, and platform commission. Results show ROAS at each window and how far you are from break-even.
UA ROAS calculator inputs and results
How ROAS is calculated
ROAS = (installs × revenue per install) ÷ ad spend. At 100%, total cohort revenue equals the campaign spend — you've broken even at the gross level. Net ROAS multiplies this by your revenue share after platform commission, which is the more useful figure since ad spend is a cash cost but gross revenue is reduced before it reaches you.
The break-even revenue per install is the CPI at the gross level — each install needs to generate at least this much in cumulative revenue to recover its acquisition cost. At net level, the required revenue per install is higher because platform commission is applied first: net break-even = CPI ÷ (1 − commission rate).
About this tool
This tool calculates return on ad spend (ROAS) for a mobile UA campaign at Day 7 and Day 30 cohort windows. Inputs: total ad spend, installs acquired, Day 7 and Day 30 cohort revenue per install (cumulative), and platform commission. Outputs: cost per install (CPI), gross ROAS at D7 and D30, net ROAS at D30 after platform commission, and the Day 30 revenue per install needed to break even at gross and net. Results update as you type.
Frequently asked questions
What does "Day 30 revenue per install" mean?
It's the total revenue generated by a cohort of users in their first 30 days after installing, divided by the number of installs in that cohort. It's cumulative — Day 30 revenue per install includes all revenue from Day 1 through Day 30, so it's always equal to or higher than Day 7 revenue per install. You find this in your mobile measurement platform (AppsFlyer, Adjust, Firebase) or ad network reports by looking at cohort-level LTV metrics.
What ROAS is considered good for mobile UA?
A gross D30 ROAS of 100% means you've earned back the install cost in gross revenue within 30 days — effectively break-even at the campaign level, with all post-Day-30 revenue as margin. Most UA teams target D30 ROAS of 40–80% (planning to recover the rest over D31–D90) for games, while subscription apps often target lower D30 ROAS (20–40%) with strong LTV making up the difference. Net ROAS targets are lower by your platform commission rate — at 30% commission, a 60% gross ROAS target becomes a 42% net ROAS target.
Why show both gross and net ROAS?
Gross ROAS compares revenue to ad spend at face value and is the figure ad networks report. Net ROAS is gross ROAS multiplied by your revenue share — what you actually keep after platform commission. For profitability planning, net ROAS is the more useful figure because ad spend is a real cash outflow while gross revenue is reduced before it reaches you. A campaign showing 100% gross ROAS at 30% commission is only 70% net ROAS — not yet profitable.
My D7 ROAS is higher than expected — what might be wrong?
Early high ROAS sometimes reflects attribution issues (install fraud, misattributed organic conversions) rather than genuine day-one monetisation. If D7 rev/install is higher than your blended D30 rev/install divided by a reasonable growth factor, investigate your attribution setup. Legitimate day-one revenue is common in games with aggressive IAP prompts and in apps with front-loaded trial-to-paid conversions, but it should grow monotonically from D7 to D30.