The short answer
A useful weekly ROAS report lets someone reproduce the number and understand the decision it supports. It should show the underlying amounts, measurement rules, and cost assumptions rather than only a green or red ratio.
Record the minimum context
- Campaign or channel scope and reporting dates.
- Reporting currency, time zone, and source exports.
- Ad spend, attributed order count, and attributed revenue.
- Revenue treatment for discounts, refunds, tax, and shipping.
- Attribution settings and report extraction date.
- Included variable costs and contribution after advertising.
Make the arithmetic visible
Illustrative inputs: spend $1,200, attributed revenue $4,800, 60 orders, and $2,880 of non-ad variable costs associated with those orders. ROAS is $4,800 ÷ $1,200 = 4×. CPA is $1,200 ÷ 60 = $20. AOV is $4,800 ÷ 60 = $80. Contribution after ads is $4,800 − $2,880 − $1,200 = $720. None of these example amounts is a result from MetricClue or a client.
Add a comparison with the same definitions
Compare to a period using the same revenue, cost, and attribution rules. If settings, promotions, stock availability, or the product mix changed, annotate them. A simple percentage change is not a causal explanation. For a ratio change, retain both periods’ revenue and spend so readers can see which component moved.
Show what is provisional
Mark recent conversion data as provisional if later purchases or reporting delays may change it. Track refunds and adjustments separately. If a source is incomplete, say which field is unavailable rather than filling it with zero. A zero has a business meaning that missing data does not.
End with a bounded decision
State the question, such as whether an offer covers its variable costs or whether an additional budget tranche needs a test. Write the proposed action, evidence, uncertainty, and the condition for reviewing it. Do not convert an attractive week into an unsupported revenue forecast.
Keep the report compact enough to read but preserve the exports privately so calculations can be checked. The public calculator can help with arithmetic using totals; there is no need to upload customer records to MetricClue.
Prepare a reproducible weekly review
- Gather: Collect spend, revenue, orders, non-ad costs, source settings and extraction date.
- Produce: End the report with one decision, the evidence and a specific condition for revisiting it.
Decision boundary: Keep missing values blank and explained; do not quietly replace them with zero.
A reusable review record
| Campaign scope, period and extraction date | Record your own evidence |
|---|---|
| Currency, revenue definition and attribution settings | Record your own evidence |
| Spend, revenue, orders and non-ad costs | Record your own evidence |
| ROAS, CPA, AOV and contribution after ads | Record your own evidence |
| Comparison period and known changes | Record your own evidence |
| Missing or provisional data | Record your own evidence |
| Decision, evidence and review condition | Record your own evidence |
Next reading
Examples are illustrative, not client results or benchmarks. The calculations use the inputs shown; real-world decisions depend on your records and assumptions. Report a correction.