Language
Contact us

Metrics

ROAS

Updated 20 August 2026

Return on ad spend (ROAS) is the revenue attributed to a set of ads divided by the amount spent on those ads, expressed as a ratio such as 3.5x.

Key facts about ROAS

Abbreviation
ROAS
Also known as
Return on ad spend, Return on advertising spend
Formula
ROAS = attributed revenue ÷ ad spend
Category
Metrics
Last updated
20 August 2026

In AdOps

How does ROAS work inside AdOps?

AdOps carries two ROAS metrics in the rule builder — Purchase ROAS (`purchase_roas.omni_purchase`) and Website Purchases ROAS — and shows Purchase ROAS and Aggregated ROAS cards on the dashboard to 3 decimal places with an x suffix.

The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent. Sample data
Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month. Read the details

Return on ad spend (ROAS) divides the revenue attributed to a set of ads by the money spent on them. AdOps reads ROAS straight from Meta as two rule metrics, Purchase ROAS and Website Purchases ROAS, and lets a rule compare either one against a threshold using six comparison operators.

How is ROAS calculated?

Divide attributed revenue by spend over the same window. A campaign that spent Rp 12,000,000 in the last 7 days and returned Rp 42,000,000 in purchase value has a ROAS of 3.5x. The same campaign with Rp 9,600,000 of revenue sits at 0.8x, which means it gave back Rp 2,400,000 less than it cost.

Why do automation rules prefer ROAS?

ROAS is a ratio, so one threshold holds across campaigns of very different sizes. The shipped Tiered Budget Scaling template uses that property directly: it steps a budget up at Purchase ROAS above 3, again above 5, and again above 8, each step limited to once every 2 hours.

Where does ROAS appear in AdOps?

The rule builder lists Purchase ROAS and Website Purchases ROAS among its 45 metrics, each selectable with any of 11 reporting periods from Today to Lifetime. The dashboard adds a Purchase ROAS card and an Aggregated ROAS card, badged Profitable at 1.0 and above, Moderate at 0.5 and above, and Low below that.

Glossary

The terms an advertiser usually reads in the same sitting.

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.
CPA
Cost per acquisition (CPA) is the average advertising cost of one conversion, calculated by dividing ad spend by the number of conversions recorded in the same period.
AOV
Average order value (AOV) is the average revenue of one order, calculated by dividing total purchase revenue by the number of purchases recorded in the same period.
Attribution window
An attribution window is the period after someone clicks or views an ad during which a later conversion is still credited to that ad. It is configured on the ad set in Meta Ads Manager, and two different windows can report different ROAS for the same campaign.
All glossary terms

Turn this metric into a rule that watches it.

Pick the metric, pick one of the 11 reporting periods, set the threshold, and choose what happens when it is crossed. Nothing runs on your campaigns until you set the rule live.

Contact us See pricing

14-day trial · no card

Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works