Guide · ROAS for home goods
What is a good ROAS for furniture and home decor?
Your margin decides how much each ad dollar has to bring back.
A good ROAS for a furniture or home decor store is any ROAS above your break-even, and your break-even is 1 divided by your gross margin. With a 40% margin after product and shipping costs, you need $2.50 in sales for every $1 of ads just to cover those costs. What you earn above that has to pay for everything else: your team, software and returns.
ROAS means return on ad spend: sales divided by what you spent on ads. A ROAS of 4 means $4 in sales for every $1 in ads. You will find benchmark posts with a "good ROAS for furniture", but they come from agencies and ad tools, and they disagree with each other. Two stores with the same ROAS can be in very different places if one keeps 60% of each sale and the other keeps 30%.
What is my break-even ROAS?
Take your gross margin after product cost, shipping and payment fees, and divide 1 by it. Home goods carry heavy shipping, so use the margin after shipping, not the one on your price list.
| Gross margin after shipping | Break-even ROAS | Sales needed per $1,000 in ads |
|---|---|---|
| 25% | 4.0 | $4,000 |
| 30% | 3.3 | $3,333 |
| 40% | 2.5 | $2,500 |
| 50% | 2.0 | $2,000 |
| 60% | 1.7 | $1,667 |
Break-even covers product, shipping and payment fees only. Add your other monthly costs before you call a ROAS good.
A first order can sit below break-even and still pay off if those customers come back. A store where one in five customers buys again can afford to pay more for the first sale than a store where almost nobody returns. That is why we look at repeat rate before deciding what ROAS to aim for.
Why does Meta show a different ROAS than Shopify?
Meta counts a sale when someone bought within a time window after clicking or seeing an ad. Shopify counts every order, from every source. Neither is wrong, and they will never match.
Home goods make the gap bigger. Someone sees a sofa cover on Instagram, measures their couch, asks their partner, and buys nine days later from a Google search. Meta may not count that sale, and Google may take the credit. Big-ticket items have long buying cycles, so the platform's ROAS often looks worse than what the ads really did.
What should I track besides ROAS?
Track total store sales divided by total ad spend, month by month. Some call it MER, marketing efficiency ratio. It doesn't tell you which ad worked, but it can't be fooled by attribution windows.
A real example: Joseph Ceballos, our founder, ran the ads of three European sofa-cover stores on Shopify from inside each brand's team. Between June 2025 and September 2026 they spent about €304,000 on ads, according to Joseph's accounts, and sold about 9 times that in total. That 9 is not what the ads sold. It includes people who searched for the brand, repeat buyers and what the emails sold. It works as a check: if ad spend goes up and that number drops hard, something isn't working. The full numbers are in the case study.
How do I raise ROAS in a home goods store?
- Show the product in a real room, at the size people will see it at home.
- Answer the doubts that stop the purchase in the ad itself: fit, colors, returns, delivery time.
- Retarget for as long as your buying cycle lasts, not only for a week.
- Send abandoned-cart and browse emails. A sale the email closes costs no extra ad dollar.
- Raise the average order with sets and bundles, so each sale carries more margin.
Questions about ROAS for home goods
What is a good ROAS for furniture?
One above your break-even ROAS, which is 1 divided by your gross margin after shipping. At a 40% margin, break-even is 2.5. Published furniture benchmarks come from agencies and ad tools and don't agree with each other, so your margin is a better guide.
How do I calculate break-even ROAS?
Divide 1 by your gross margin as a decimal. A 50% margin gives a break-even ROAS of 2.0: you need $2 in sales for each $1 of ads to cover the product, shipping and the ad.
Why is my Facebook ROAS lower than my Shopify sales suggest?
Meta only credits sales inside its attribution window and only when it can match the buyer to the ad. Home goods have long buying cycles, so many sales the ads started end up credited to Google, email or direct visits.
What is the difference between ROAS and MER?
ROAS is the sales an ad platform credits to its ads, divided by spend on that platform. MER is all store sales divided by all ad spend. ROAS tells you which ads to keep; MER tells you if the whole store is growing with the money you put in.
Keep reading: Meta ads for furniture and home decor brands · How much a Shopify marketing agency costs · All guides
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