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ROAS is short for return on ad spend. It is a metric that helps app marketers understand which campaigns and ads are working (and which aren’t) by measuring how much revenue was earned in comparison to how much budget was spent.

ROAS is typically expressed as a ratio and the higher the ratio, the better the campaign performed. In Google Advertising, ROAS (Return on Advertising Spend) measures the revenue generated for each dollar spent on advertising campaigns. It helps advertisers assess the effectiveness and profitability of their ad investments.


ROAS (Return on Advertising Spend) in Google Advertising is a metric used to evaluate the revenue generated from advertising campaigns relative to the amount spent on those campaigns. Divide the total revenue generated by the total advertising spend to calculate it, typically expressing it as a ratio or percentage.

How you can use ROAS

For example, if an advertiser spends $1000 on a Google Ads campaign and generates $5000 in revenue from that campaign, the ROAS would be calculated as ($5000 / $1000) = 5. This means that for every dollar spent on advertising, the advertiser generated $5 in revenue.

Calculation or Formula

ROAS = (Total Revenue Generated / Total Advertising Spend)


How does ROAS differ from ROI?

While ROAS specifically measures the revenue generated from advertising spend, ROI (Return on Investment) considers all costs associated with an investment, not just advertising spend.

What is considered a good ROAS?

A good ROAS varies depending on factors such as industry, profit margins, and business goals. Generally, a ROAS greater than 4:1 is considered favourable, but it ultimately depends on the specific circumstances of the advertising campaign.

How can I improve my ROAS?

Optimizing ad targeting, improving ad creatives, and refining keyword strategies are some ways to enhance ROAS.

What attribution model should I use for ROAS calculations?

The choice of attribution model depends on your advertising goals and the customer journey. Common models include last-click, first-click, and linear attribution.

Can ROAS be negative?

Yes, if the cost of advertising exceeds the revenue generated, ROAS can be negative, indicating a loss.

Does ROAS account for non-advertising revenue?

No, ROAS focuses solely on revenue generated from advertising efforts and does not consider other sources of income.

How often should I monitor ROAS?

It's recommended to monitor ROAS regularly, ideally daily or weekly, to identify trends and make timely adjustments to campaigns.

What is a good ROAS benchmark?

ROAS benchmarks vary across industries and businesses. It's best to compare your ROAS against historical performance and industry averages.

Can ROAS be used for non-digital advertising?

While ROAS is commonly used in digital advertising, it can be adapted for traditional advertising channels by tracking revenue generated from specific campaigns.

Is ROAS the only metric I should consider for evaluating advertising performance?

No, ROAS should be used in conjunction with other metrics like click-through rate (CTR), conversion rate, and cost per acquisition (CPA) for a comprehensive assessment of advertising performance.

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