Return on ad spend (ROAS)(ROAS)

Return on ad spend (ROAS) is revenue attributed to ads divided by ad spend: ROAS = revenue ÷ spend (sometimes expressed as a ratio like 3.2× or 320%). It answers “did this spend pay for itself?” for ecommerce and revenue-tracked funnels. Break-even ROAS depends on margin — a 4× ROAS target for a 25% margin product is not the same as for a 60% margin SKU.

Platform ROAS uses each network’s attribution window and model; cross-check with your source-of-truth (shopify, GA4, MMM) before reallocation decisions.