# Purchase ROAS

> Purchase ROAS is the return-on-ad-spend figure Meta reports for purchase conversions: the purchase conversion value Meta attributes to a set of ads, divided by the amount spent on those ads.

Source: https://adops.id/glossary/purchase-roas/
Last updated: 2026-08-20
Publisher: AdOps (https://adops.id) — an independent product, not affiliated with Meta Platforms, Inc.

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**Also known as:** Purchase return on ad spend, Website Purchases ROAS

**Formula:** Purchase ROAS = attributed purchase conversion value ÷ ad spend

**In AdOps:** Purchase ROAS (`purchase_roas.omni_purchase`) is both a rule metric and a dashboard card in AdOps. The dashboard prefers Meta's native purchase_roas field over a recomputed number and requests it with use_unified_attribution_setting set to true.

Purchase ROAS is Meta's own return figure for purchase conversions: attributed purchase value divided by ad spend. AdOps uses it in two places, as a rule metric named Purchase ROAS in the condition builder, and as the Purchase ROAS card on the dashboard, which reads Meta's native field rather than recomputing the ratio itself.

## How does Purchase ROAS differ from a ROAS you calculate yourself?

A hand-calculated ROAS divides whatever revenue figure you have by spend. Purchase ROAS is the number Meta reports under the attribution setting configured on the ad set, so it matches what Ads Manager shows. AdOps requests it with use_unified_attribution_setting set to true on the batched Insights read that rule conditions are evaluated against.

## What does Purchase ROAS look like in Rupiah?

A campaign that spent Rp 12,000,000 over the last 7 days and that Meta credits with Rp 42,000,000 of purchase value reports a Purchase ROAS of 3.5x. The AdOps dashboard prints that to 3 decimal places with an x suffix and badges it Profitable, since the badge is Profitable at 1.0 and above.

## Which rule templates use Purchase ROAS?

Two of the ten templates AdOps ships are built on it. Tiered Budget Scaling raises budget at Purchase ROAS above 3, again above 5 and again above 8, each tier limited to once every 2 hours. Pause Unprofitable Campaigns pauses a campaign at spend of 200,000 or more in the account currency with Purchase ROAS below 2.