Refund-adjusted ROAS: reconcile revenue without subtracting twice
Reconcile gross sales, discounts, and refunds to a defined net revenue figure and compare equally mature order cohorts.
16 focused guides
Attribution & data quality
Explain the numbers before acting on them. Check reporting definitions first, trace events when records disagree, and separate mature observed results from estimates.
A useful reading order
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Why ROAS reports disagree: a practical reconciliation checklist
Compare platform and store reports systematically using revenue definitions, attribution, dates, currencies and event-level evidence.
Weighted average ROAS calculator and formula
Calculate aggregate ROAS from total revenue and spend and understand why averaging campaign or daily ratios can mislead.
Attribution windows: why reported ROAS changes
Explain how conversion windows affect reported ROAS and document interaction types and timing before comparing campaigns.
Conversion lag: when recent ROAS is incomplete
Distinguish immature conversion data from finalized performance and compare reporting periods at a consistent age.
Duplicate purchase events: audit inflated ROAS
Reconcile purchase events to orders, inspect transaction identifiers, and distinguish duplicates from multiple valid purchases.
Multi-currency ROAS: align revenue and spend
Calculate ROAS on one currency basis, document exchange-rate assumptions, and separate currency effects from campaign performance.
Weekly ROAS report: a reusable review checklist
Build a reproducible campaign review with revenue, spend, contribution, data maturity, and a clearly stated next decision.
New-customer ROAS: measure first-order acquisition
Define new-customer revenue, choose an explicit spend denominator, and distinguish first-order ROAS from CAC and lifetime value.
Brand vs non-brand ROAS: compare the customer mix
Compare branded and non-branded search performance with explicit grouping rules, customer mix, and incremental-value limitations.
Prospecting vs retargeting ROAS: a fair comparison
Interpret returns from new-audience and prior-visitor campaigns without assuming equal intent or causal impact.
Cohort ROAS: compare customers at the same age
Track revenue from acquisition cohorts over a fixed horizon and avoid comparing mature groups with newly acquired customers.
B2B pipeline ROAS: forecasts are not sales revenue
Distinguish pipeline value, probability-weighted forecasts, and realized revenue when reporting returns from B2B advertising.
Offline sales ROAS: connect leads to purchases
Build a consistent offline sales ROAS report by matching leads, completed sales, acquisition dates, and advertising costs.
UTM tracking for ROAS: connect labels and costs
Use consistent UTM campaign labels while recognizing that URL tags alone do not measure sales or import advertising costs.
ROAS tracking audit: verify events and values
Audit revenue events, order status, currencies, spend scope, and attribution when a ROAS report looks unexpectedly high or low.
Why We Don't Publish ROAS Benchmarks
We don't publish ROAS benchmarks. Five reasons a single industry number can't tell you whether your advertising works — and what to measure instead.
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ROAS fundamentals · Margins & acquisition costs · Traffic & conversion metrics · Budgets, offers & experiments