> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Meta ROAS: Measure Your Meta Ad Return on Investment

> Track Meta ROAS to measure revenue generated per dollar spent on Meta ads. Calculate return on ad spend and optimize campaign profitability.

<Tip>
  Meta ROAS measures the revenue Meta attributes to your ads for every dollar spent.
</Tip>

## Formula

<Info>
  **Meta ROAS** = **Meta Purchases Value** ÷ **Meta Spend**
</Info>

### Formula Components

| Metric                                                                                             | Definition                                          |
| -------------------------------------------------------------------------------------------------- | --------------------------------------------------- |
| [**Meta Purchases Value**](/reference/metrics/advertising/meta-ads/purchases/meta-purchases-value) | Total revenue from purchases attributed to Meta ads |
| [**Meta Spend**](/reference/metrics/advertising/meta-ads/meta-spend)                               | Total amount spent on Meta advertising              |

| Metadata        |                                           |
| --------------- | ----------------------------------------- |
| **Type**        | Ratio (multiplier)                        |
| **Data Source** | [Meta Ads](/sources/catalog/facebook-ads) |
| **Aggregation** | Ratio                                     |

***

## Example

Your store spent **\$5,000** on Meta ads in January and drove \$18,500 in attributed revenue.

| Campaign    | Spend   | Revenue | ROAS |
| ----------- | ------- | ------- | ---- |
| Prospecting | \$3,000 | \$9,000 | 3.0x |
| Retargeting | \$1,500 | \$7,500 | 5.0x |
| Lookalike   | \$500   | \$2,000 | 4.0x |

***

## How It Works

Meta calculates ROAS by dividing the total purchase value it attributes to your ads by your ad spend. A ROAS of 3x means Meta credits \$3 in revenue for every \$1 spent. This metric uses Meta's attribution model, which may differ from your actual store revenue due to attribution windows and cross-platform purchases.

***

## When to Use

| Scenario                  | Action                                                    |
| ------------------------- | --------------------------------------------------------- |
| Campaign isn't profitable | Pause campaigns with ROAS below your break-even threshold |
| Scaling decisions         | Increase budget on campaigns exceeding target ROAS        |
| Creative testing          | Compare ROAS across ad variations to identify winners     |
| Channel comparison        | Benchmark Meta ROAS against other paid channels           |

***

## Related Metrics

| Metric                                                                                                 | Relationship                                       |
| ------------------------------------------------------------------------------------------------------ | -------------------------------------------------- |
| [Meta Spend](/reference/metrics/advertising/meta-ads/meta-spend)                                       | The denominator in ROAS calculation                |
| [Meta Purchases Value](/reference/metrics/advertising/meta-ads/purchases/meta-purchases-value)         | The numerator in ROAS calculation                  |
| [Meta CPA](/reference/metrics/advertising/meta-ads/meta-cost-per-acquisition)                          | Cost efficiency per purchase (inverse perspective) |
| [Meta New Customer ROAS](/reference/metrics/advertising/meta-ads/meta-new-customer-return-on-ad-spend) | ROAS from first-time buyers only                   |