Free Tool
Calculate your Facebook and Instagram ads ROAS, break-even ROAS, true profit and MER. Switch between eCommerce and lead generation. Australian benchmarks. No email required.
Results update in real time as you adjust your inputs
Book a free audit — we'll benchmark your Meta Ads and show you the real opportunity.
Published research and Australian market averages for Facebook and Instagram advertising.
| Metric | Australian Average | Strong Performance |
|---|---|---|
| CPM (per 1,000 impressions) | $15–$20 | Under $12 |
| CTR (click-through rate) | 0.9–1.5% | Above 2% |
| Landing page conversion (cold traffic) | 1–3% | Above 4% |
| eCommerce ROAS / MER | 2–3x | Above 4x |
| Cost per purchase | Varies by AOV | Below 25% of AOV |
When multiple platforms run simultaneously, each claims credit for the same sales. MER uses total business revenue which cannot be double-counted.
20% → 5x · 30% → 3.3x · 40% → 2.5x · 50% → 2x · 60% → 1.67x
Facebook Feed 0.9–1.3% · Instagram Feed 1.0–1.6% · Reels 0.6–1.2% · Stories 0.5–1.0%
The Australian eCommerce average is approximately 2–3x blended ROAS. Strong accounts achieve 4–6x platform ROAS. Calculate break-even ROAS (1 ÷ gross margin) first — for 40% margin, break-even is 2.5x, so targeting 4x or above generates meaningful profit.
MER = total revenue ÷ total marketing spend across all channels. Platform ROAS is over-attributed when multiple channels run simultaneously — each claims the same sales. MER uses total business revenue which cannot be double-counted.
Break-even ROAS = 1 ÷ Gross Margin. Margin 40% → 2.5x. Margin 25% → 4x. Any ROAS below break-even loses money on variable costs.
Australian average Meta CPM ranges from $12–$25, typically $15–$18 for broad targeting. What matters is cost per result, not CPM in isolation.
Facebook feed averages 0.9–1.3% CTR. Instagram feed averages 1.0–1.6%. Above 2% is strong for cold audiences. CTR is primarily driven by creative quality.
Meta's default attribution includes view-through conversions and overlaps with other channels. Calculate MER (total revenue ÷ total marketing spend) for an accurate picture — the gap shows attribution overlap.