(ROAS = Gross Revenue / Advertising Expenses), or Return on Ad Spend, is one of the most important parts of your attribution analysis playbook. What it measures is how much you've spent on a particular channel and what revenue you've received from that investment. It helps identify campaigns that are working so you can adjust your ad spend accordingly.

To access the ROAS report, select Return on Ad Spend under the Campaign Performance section on the left navigation. 

Let's take a look at a sample ROAS Report, and we'll point out a few items of importance. First, adjust the date range to the month(s) you'd like to see.

Important Notes:  

  • The ROAS Report only shows data for full months. You cannot select only certain days of the month.
  • The ROAS report shows the continuing conversions and and revenue from marketing done during the month(s) selected. In the future, the same month(s) will show the same Total Spend, but the number of conversions and revenue may continue to increase over time. This is adjusting for the longer term effects of your marketing. 

Next, make sure you have the conversion(s) you'd like to review and attribution model selected at the top. You may review the findings by grouping or touchpoint.

The above sample ROAS Report shows, All Conversion Types Combined, and is set to look at linear multi-touch attribution. It indicates that in the month of December there was a total spend of $42k, there were 831.9 attributed conversions, and those conversions had an attributed value of $42,100. The Overall Return on Ad Spend was 1meaning for every dollar spent on marketing one dollar was achieved in revenue.

This report is looking at groupings and the first section to review is the Paid Groupings. The columns review the spend, the attributed conversions for that grouping, the attributed value, the average cost per conversion, the average value  per conversion and then the ROAS. In this setting, "value" refers to the revenue being passed into LeadsRx for conversions.

The next part of the report covers Non-paid Groupings like direct traffic and referrals. It looks at the attributed conversions, their attribution value, and the average value per conversion which will be the primary KPI for non paid channels.

If a touchpoint or grouping is listed as non-paid but should be in the paid section, this is because during this month or months, LeadsRx does not have cost data for the touchpoint(s). Cost data can be added manually to LeadsRx by filling in the Touchpoint Costs data section for the total monthly spend of those touchpoints.

Check out this article to learn more about Adding Cost Data for Touchpoints.