ROAS
DefinitionGrowth
ROAS
Return on ad spend: revenue attributed to a campaign divided by its cost, as reported by an attribution system. A campaign-level efficiency read, not profitability - it ignores margin, ignores organic sales the ads claimed, and rises when you target people who would have bought anyway.
Evidence from the library
Total ROI judges a channel, marginal ROI decides where the next euro goesPrinciple35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning312% / 386%Optimising for ROMI rewards spending less - bigger-budget campaigns average a lower ROMI than smaller ones, and average excess share of voice has fallen accordingly.Warning1% → 50% profitCampaigns that deliver several business outcomes are dramatically more likely to deliver profitStat+17.6% / $3.8M / 7.16xLocalized non-English ad campaigns convert 17.6% better than English ones, worth $3.8M in incremental value at a 7.16 ROAS.Stat
Source
Marketing Definitions
standard performance marketing practice
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