The Return On Ad Spend (ROAS = Gross Revenue / Advertising Expenses) report is the Holy Grail for many marketers. It can be used to answer the questions of where to put your advertising dollars, how different advertising efforts compare to each other, what advertising efforts are most effective, and what might be wasted ad spend.
Return On Ad Spend: Looking to the Future
The Return On Ad Spend (ROAS) report looks at a designated period of marketing spend and looks into the future to see the revenue that comes to you as a result of having done that marketing. The fixed point is when the advertising occurred (measured by interactions with your website). The total conversions and resulting revenue from that marketing can continue to grow over time, and the results will be based on the attribution model you choose to use.
The ROAS report looks at full months only. Because the month(s) you select locks in when the marketing was done, the cost of the various marketing channels shown in the report won't change past the end of that month. However, if you continue to make sales that included that marketing, the conversion count and revenue may rise over time.
Again, because what you see on the ROAS report is based on when the interactions occurred instead of the conversions, you may notice that the number of conversions for a month does not match what you see when looking at a conversion count on the Conversions Attribution report. That report shows conversions in the date range that resulted from interactions before that date range. It also will not show conversions that take place after the set date range.
Check out this article to learn How To Read A ROAS Report.