Glossary4 min2 aprile 2026

ROAS: definition, formula and benchmarks

Everything about ROAS: formula, channel benchmarks and common mistakes.

ROAS (Return On Ad Spend) measures the revenue generated for every dollar spent on advertising. It's the fundamental metric for evaluating campaign profitability.

ROASReturn On Ad Spend — the ratio of revenue to ad spend

Formula

ROAS calculation

ROAS = Revenue from ads / Ad spend

Example:
  Revenue: 5,000 EUR
  Spend: 1,200 EUR
  ROAS = 5,000 / 1,200 = 4.17x

Benchmarks

Channel	Average ROAS	Good ROAS
Meta Ads	2.5-3.5x	4x+
Google Shopping	4-6x	8x+
Google Search (branded)	8-15x	20x+
TikTok Ads	1.5-2.5x	3x+

Platform ROAS is misleading

ROAS reported by Meta or Google is overestimated by 20-40%. Always cross-reference with real orders for reliable ROAS.

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MezriFondatore di Fullmetrix

Fondatore di Fullmetrix. Esperto di acquisizione e analisi e-commerce, aiuto i commercianti a trasformare i dati in decisioni redditizie.

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