What is a good ROAS for Meta ads in India?
A “good” ROAS is whatever keeps you profitable after product cost, shipping, payment fees, returns and RTO. For many Indian D2C fashion and beauty brands that break-even point sits between 2× and 3×, so a sustained 3–4× purchase ROAS is healthy.
ROAS on its own can mislead. A 5× ROAS on retargeting a tiny audience may add less profit than a 2.8× ROAS on cold prospecting that brings in new customers.
Calculate your break-even ROAS as 1 ÷ contribution margin. If you keep 35% of every rupee after product, shipping, fees and returns, break-even ROAS is about 2.9×.
Then judge campaigns on blended numbers too: total revenue ÷ total ad spend across all channels (often called MER). For reference, our work with Claura Designs has held a 4.43× lifetime purchase ROAS on Meta across 123 campaigns.
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Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder