ROAS (Return On Ad Spend)
ROAS (Return On Ad Spend) is the ratio between the revenue generated by an advertising campaign and the amount spent on it. A ROAS of 4 means 4 € of revenue for every 1 € invested: it's the key profitability metric for a media budget.
ROAS (Return On Ad Spend) is the ratio between the revenue generated by an advertising campaign and the spend committed to running it. You calculate it by dividing attributed revenue by ad cost: a ROAS of 4 means every euro invested returned four euros in revenue. It's the benchmark metric for judging the profitability of a media budget.
How ROAS is calculated
The formula is simple: ROAS = revenue generated ÷ ad spend. For it to be reliable, attribution must be clean — knowing exactly which sales come from which campaign. A high ROAS signals a profitable campaign, but it's always read against margin: 4 € of revenue for 1 € spent is only profitable if the margin covers the other costs.
A concrete example
A campaign that spends 1,000 € and generates 5,000 € in revenue shows a ROAS of 5. If improving the landing page's conversion rate lifts that revenue to 6,000 € with no extra spend, the ROAS climbs to 6 — without touching the media budget.
Why it matters
ROAS arbitrates budgets: it tells you where the money works and where it's wasted. But it has a limit — it depends on paid media. A solid organic acquisition strategy (SEO, GEO) reduces that dependence and improves overall profitability over time.
A good ROAS isn't enough if it rests entirely on paid media. Organic, by contrast, doesn't stop when the budget stops.
Questions fréquentes
ROAS compares revenue to ad spend alone. ROI (return on investment) factors in all costs — production, margin, salaries. So a good ROAS doesn't guarantee a positive ROI if margins are thin.
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