AppLovin budget and ROAS calculator
Pick your category, enter your order value and margin, and see what AppLovin is likely to cost you per customer and whether the first order makes money. The ranges come from real AppLovin accounts we manage, not guesses.
Your numbers
What to expect
| Low | Typical | Strong | |
|---|---|---|---|
| 7-day ROAS | - | - | - |
| Cost per new customer | - | - | - |
| New customers a day | - | - | - |
| New customers a month | - | - | - |
| First-order profit a month | - | - | - |
Ranges: 7-day ROAS reported by AppLovin across 6 US ecommerce brands managed by Apt Digital, about $2.2M in spend, 23 Jul to 17 Oct 2026. Low and strong are the lowest and highest brand in the category; typical is the spend-weighted average. First-order revenue only. Past results do not guarantee future results.
How to read the results
Breakeven ROAS is 1 divided by your gross margin. At a 60% margin, every $1 of ad spend needs about $1.67 of first-order revenue just to break even. If the typical column beats it, AppLovin is likely to pay for itself on the first order. If only the strong column beats it, you need strong creative or repeat purchases to make it work.
Cost per new customer is your order value divided by ROAS. A higher-priced product costs more per customer but can still be very profitable, which is why we show both numbers.
New customers a day matters in the first weeks. AppLovin's engine learns from purchase data, so a budget that buys only two or three orders a day gives it little to learn from. A common buyer rule of thumb is a budget that buys about 10 purchases a day. It is a rule of thumb, not an AppLovin requirement.
Compare channels fairly. Put AppLovin's new-customer ROAS next to Meta's new-customer ROAS, not Meta's blended number, which includes retargeting and returning buyers. Our AppLovin vs Meta guide and AppLovin cost breakdown go deeper, and our industry pages cover supplements, skincare, fashion and jewelry.
What the calculator assumes
- Steady results across 30 days. The first two to three weeks are a learning period and usually run below these ranges.
- First orders only. Repeat purchases, subscriptions and bundles are not included, so profit is understated for brands with strong retention.
- Margin already includes product, shipping and payment costs, but not fixed costs like salaries or software.
Want a forecast built on your own store data instead? As an official AppLovin partner agency, we build one for free on a strategy call.
Questions about AppLovin budgets and ROAS
Where do the ROAS ranges come from?
From AppLovin accounts Apt Digital manages: 6 US ecommerce brands with about $2.2 million in AppLovin spend between 23 July and 17 October 2026. We use the 7-day ROAS that AppLovin reports, which counts revenue from purchases within 7 days of the ad. Supplements and skincare each come from two brands. Other categories use the range across all six. Brand names are not shown.
What is a good ROAS on AppLovin?
It depends on your margin, not a universal number. Your breakeven ROAS is 1 divided by your gross margin: at a 60% margin you break even at about 1.67x on the first order. Across the accounts behind this calculator, 7-day ROAS ran from 1.11x to 1.87x. Brands with strong repeat purchase can accept a lower first-order ROAS because customers pay back later.
How much should I spend per day on AppLovin?
AppLovin's ecommerce onboarding guide suggests $500 a day per campaign for new launches, and that is where we usually start. A common buyer rule of thumb is a budget that buys about 10 purchases a day, so the system has enough signal. If your expected CPA is high, that rule asks for more than $500 a day.
How accurate is this calculator?
It is a planning tool, not a promise. The ranges come from a small set of real accounts, mostly supplements and skincare, and every brand's offer, creative and margin are different. The first two to three weeks are a learning period and usually run below these numbers. We have no fashion or jewelry accounts in the data, so those use the all-category range.
How much does an AppLovin agency cost?
Fee models vary: flat retainers, a percentage of spend, hybrids and performance fees. Apt charges $750 a month per channel plus 2.5% of ad spend, with the ad spend fee capped at $25k a month. Tick the agency fee box in the calculator to include it in your profit estimate.
Ready to find your next growth channel?
Book a free 30-minute call. We will look at your ads, your creative and your numbers, and tell you honestly where the next dollar should go.