Revenue attributed to advertising divided by the advertising cost. A ROAS of 4 (often written 400 percent or 4x) means $4 of attributed revenue per $1 spent. ROAS depends entirely on the attribution model behind the revenue figure; platform-reported ROAS is measured by the platform that is being paid, using windows it chooses. It also ignores margin, which is why finance teams prefer MER or contribution-based measures.
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Cite this entry:
Agency Echelon. "ROAS." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/roas/