ROAS divides attributed revenue by advertising spend. If a campaign spends $100 and receives $400 in attributed revenue, ROAS is 4×.
Move the spend slider in the demo to see ROAS change even when revenue stays fixed. Compare channels only after aligning conversion windows and attribution rules.
ROAS does not include margin. Check product cost, operating expense, and whether sales came from new customers before judging profitability.
When to use
Use it for a quick campaign revenue efficiency check; use contribution margin for profit decisions.