ROAS is calculated by dividing the revenue generated from an advertising campaign by the cost of that campaign. This ratio provides a clear indication of how much revenue the campaign is generating for each dollar spent on advertising. In this article, we will discuss the importance of ROAS, how to calculate it, factors that influence ROAS, and what is considered a good ROAS.

The Importance of ROAS

ROAS is important because it helps marketers determine the effectiveness of their advertising campaigns. By calculating ROAS, marketers can evaluate the return on their advertising investment and adjust their advertising strategies to maximize their returns. For instance, if the ROAS of a particular advertising campaign is low, it may indicate that the campaign is not generating sufficient revenue to justify the investment in advertising. In this case, marketers may need to reevaluate the campaign and make changes to improve its performance.

ROAS also helps marketers optimize their advertising spend by identifying campaigns that are performing well and those that are underperforming. This enables marketers to allocate their advertising budgets more effectively by decreasing the spend on low-performing campaigns and increasing the spend on high-performing campaigns. By optimizing advertising spend, marketers can maximize the return on their advertising investment.

How to Calculate ROAS

Calculating ROAS is straightforward. Simply divide the revenue generated by an advertising campaign by the cost of that campaign. For example, if the cost of a campaign is $2,000 and the revenue generated by the campaign is $4,000, the ROAS would be $4,000 / $2,000 = 2 or 200%.

ROAS can also be calculated using an online ROAS calculator. These calculators require the input of the total ad spend and revenue, and then calculate the ROAS automatically.

Factors that Influence ROAS

Several factors can influence ROAS, including the industry, the advertising strategy, and the target audience. For instance, the ROAS for a new streaming service may be lower than that of a more established streaming service, as the former is focused on building awareness rather than generating immediate revenue.

The target audience is also an important factor in determining ROAS. Different audiences respond differently to advertising campaigns, and the ROAS of a campaign can vary significantly depending on the audience. For instance, a campaign targeting millennials may have a higher ROAS than a campaign targeting baby boomers.

Other factors that can influence ROAS include the type of ad, the ad format, the pricing strategy, and the timing of the campaign. To calculate an accurate ROAS, marketers need to consider all these factors when evaluating the performance of their advertising campaigns.

What is Considered a Good ROAS?

The benchmark for a good ROAS can vary depending on the goals of the campaign and the industry. A good ROAS for one campaign may not be the same as a good ROAS for another campaign. In general, a ROAS of 4:1 or higher is considered good, as it indicates that the campaign is generating four times the revenue for each dollar spent on advertising.

However, the benchmark for a good ROAS may be lower for campaigns focused on building awareness or acquiring new customers. These campaigns may have a lower ROAS initially, as they are focused on generating brand awareness rather than immediate revenue. The ROAS for these campaigns may increase over time as the brand becomes more established and begins to generate more revenue.


ROAS is an important metric for marketers, as it provides valuable insights into the effectiveness of their advertising campaigns. By calculating ROAS, marketers can determine the return on their advertising investment and optimize their advertising spend to maximize their returns. Factors such as industry, advertising strategy, and target audience can all influence ROAS.