ROAS (Return on Ad Spend)

ROAS is the quick read on whether a campaign is bringing in revenue for what it costs. It is useful for comparing campaigns and channels against each other.

On its own it says nothing about profit, because it ignores product costs and fees, and platforms tend to take credit for sales they did not fully drive. Watch for: a ROAS that looks strong but sits below your break-even ROAS, which means ads are losing money.