Meta ROAS measures the revenue Meta attributes to your ads for every dollar spent.
Meta ROAS = Meta Purchases Value ÷ Meta Spend
| 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 |
