Gym ROAS calculator

What is your gym's ROAS?

Take one campaign, at one location, for one period. Ad spend is what the ad account says that campaign cost. New paying members are the people it produced whose first payment cleared in the same period, counted from your billing system, not the leads or bookings the platform reported. First payment, monthly dues and months retained are what one of those members pays you, and for how long. The calculator prints cost per member, ROAS on first payments alone, and ROAS once the dues those members go on paying are counted.

The formula

ROAS = attributed revenue ÷ ad spend, for the same location and the same period. Attributed revenue is the money a campaign’s members actually paid, credited back to the ad that produced them. Ad spend is the raw figure from Google or Meta, never a marked-up one. Divide the first by the second and you have how many dollars came back for every dollar the ads cost. Cost per member is the same arithmetic the other way up, spend divided by the members it produced, and it is the number to hold lifetime value against; the full method is on the cost-per-member page.

Gyms bill monthly, so the two verdicts are the rule, not the exception. A campaign that reads as a loss on first payments is often the best line on the sheet once renewals are counted, and a campaign with a cheap first payment and members who quit after a month is a loss that first-payment ROAS cannot see. Judge campaigns on the first payment alone and you switch off the ads that work. The ROAS glossary entry has the definition and where the number misleads.

What is a good ROAS for a gym?

There is no trustworthy gym ROAS benchmark, and Adsu will not invent one. The ratios that circulate online come from ecommerce tables or from nobody in particular, and none of them was built from gym billing data. A ratio that pays at a gym with high dues and low churn loses money at a studio with low dues and high churn, so a number that ignores both cannot tell you whether your ads are working.

Good means the lifetime revenue a campaign’s members pay clears the cost per member by a margin you would accept, at each location, counted from verified members. Work it out from your own dues, your own churn and your own cost per member, and set the ceiling before the campaign starts. Then read it one location at a time, because the same ad can clear the bar at one gym and miss it at the next. A campaign that returns less than it cost on first payments is not automatically a loss, and one that returns more is not automatically a win. The lifetime number, from members whose payments cleared, is the verdict.

Why platform ROAS lies to gyms

Ads Manager and Google Ads both print a ROAS, and both build it on revenue the platform assigned to the conversions it believes it produced, which for a gym is usually a form fill with a value typed into a settings page. Three misreads follow, and What is AI ad tracking walks through each one.

• The platform grades its own homework.Meta counts the members Meta thinks it produced and Google counts the members Google thinks it produced, so the two reports added together claim more members than you signed.
• Leads are not members.The revenue behind a platform ROAS is a value assigned at the form, so it never sees who booked, who showed, who paid or who renewed.
• Locations blur into one average.One ad account across several gyms prints one ROAS, and the location that is losing hides behind the one that is winning.

One honest limit of this page: a calculator cannot say which members came from which ad. It divides the figures you type in. Tracking that follows each click or call through the CRM to the payment that cleared is what produces those figures per campaign and per location, and it is how Big Day Fitness reads lifetime value by source instead of one number for the whole gym.

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