What is ROAS and what's a good ROAS in India?
Short answer
ROAS = Revenue ÷ Ad Spend. A good ROAS in India is 3x+ for D2C/eCommerce, 5x+ for digital products, and 8x+ for high-margin services. Below 2x is loss-making for most SMEs.
ROAS only measures media efficiency — it ignores agency fees, COGS and operations. The right metric is POAS (Profit on Ad Spend) which should be ≥ 1.5x.
Benchmarks by stage: month 1–2 typically 1.5–2.5x, month 3–4 hits 3–5x, month 6+ optimised accounts hit 5–10x with retargeting and email layering.
Use our free ROAS calculator to model your CAC, LTV/CAC and break-even ROAS in 30 seconds.