Meta ROAS: Measure Your Meta Ad Return on Investment

Meta ROAS measures the revenue Meta attributes to your ads for every dollar spent.

Formula

Meta ROAS = Meta Purchases Value ÷ Meta Spend

Formula Components

Metric	Definition
Meta Purchases Value	Total revenue from purchases attributed to Meta ads
Meta Spend	Total amount spent on Meta advertising

Metadata
Type	Ratio (multiplier)
Data Source	Meta 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

Metric	Relationship
Meta Spend	The denominator in ROAS calculation
Meta Purchases Value	The numerator in ROAS calculation
Meta CPA	Cost efficiency per purchase (inverse perspective)
Meta New Customer ROAS	ROAS from first-time buyers only

Meta Efficiency Meta CPA

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics