What is ROAS?

Also called Return on ad spend

Short answer

ROAS is revenue attributed to a channel or campaign divided by that channel's spend. Platform ROAS often double-counts the same order across Meta and Google.

Formula

ROAS = attributed revenue / channel ad spend

Worked example

A Meta campaign reporting 4.8x ROAS can still lose money if RTO is high and Google also claims the same orders. Always read ROAS next to MER and contribution.

This term sits in the D2C analytics hub. Use the related pages below for the full playbook.

Frequently asked questions

What does ROAS mean for a D2C brand?

ROAS is revenue attributed to a channel or campaign divided by that channel's spend. Platform ROAS often double-counts the same order across Meta and Google.

Where should I track ROAS?

Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.

Related terms and guides

GlossaryMERMER is total revenue divided by total ad spend across every paid channel. It is the blended check on whether platform-reported ROAS is real.GlossaryBlended ROASBlended ROAS is another name teams use for MER: all revenue over all paid spend. Use it when you want one number that does not depend on a platform's attribution window.GlossaryCACCAC is what you spend to win one new customer. For paid-heavy D2C brands it is usually ad spend (and sometimes discounts) divided by new customers.GuideMER vs ROAS: Which Metric Should D2C Brands Use?MER vs ROAS explained for D2C brands: formulas, examples in rupees, why platform ROAS overlaps, and how to use both to decide ad budgets.ToolROAS, MER and CAC calculatorEnter channel spend, revenue and new customers to see platform ROAS, blended MER and CAC. Use it when Meta and Google both claim the same orders.

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