ROAS equals revenue attributed to advertising divided by advertising cost. $40,000 in attributed revenue on $10,000 of spend is a ROAS of 4, written 4x or 400 percent. Breakeven ROAS equals one divided by the contribution margin rate before marketing.
What moves it
The revenue figure comes from an attribution model with a window, so the same campaign has several ROAS values depending on who is counting. State the source and window with every ROAS, and use MER (total revenue over total marketing spend) as the check.
Run your own numbers with the CPA and ROAS calculator.
Cite this page:
Agency Echelon. "How do you calculate ROAS?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/how-to-calculate-roas/