Metric guides
Attribution & ROAS
Which channel and ad really drove the sale, and what a ROAS number does and does not tell you.
All Attribution & ROAS guides
8 guidesTrue ROAS vs platform ROASPlatform ROAS is the return an ad platform says it drove. True ROAS is the return your own tracking can actually tie to real orders. The gap between them decides where your budget should go.Read guide →First-touch, linear and last-touch ROASThe same ad can have three very different ROAS numbers depending on how credit for a sale is split across the ads a customer saw. The trick is matching the model to the job each ad is doing.Read guide →Platform over-attributionHow many more orders an ad platform claims than your own tracking can credit to it. It tells you how far to trust the numbers in Ads Manager, channel by channel.Read guide →Blended ROAS (MER)Total revenue divided by total marketing spend. It's the one ROAS no attribution model can inflate, but it can't tell you which channel or campaign earned the money.Read guide →New customer ROASRevenue from first-time buyers per rupee of ad spend. It separates ads that grow your customer base from ads that mostly sell to people who would have bought from you anyway.Read guide →Break-even ROASThe ROAS at which an ad exactly pays for itself after product, shipping and other variable costs. It comes from your own margins, so the same ROAS can be a win for one brand and a loss for another.Read guide →Marginal ROASThe revenue you get back from the next rupee of ad spend, not the average rupee. It's the number that tells you whether adding budget will make money or just make revenue.Read guide →Incremental ROASThe revenue an ad created that would not have happened without it, divided by what you spent. It separates sales the ad caused from sales it simply got credit for.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.
Metric guides
Attribution & ROAS
Which channel and ad really drove the sale, and what a ROAS number does and does not tell you.
All Attribution & ROAS guides
8 guidesTrue ROAS vs platform ROASPlatform ROAS is the return an ad platform says it drove. True ROAS is the return your own tracking can actually tie to real orders. The gap between them decides where your budget should go.Read guide →First-touch, linear and last-touch ROASThe same ad can have three very different ROAS numbers depending on how credit for a sale is split across the ads a customer saw. The trick is matching the model to the job each ad is doing.Read guide →Platform over-attributionHow many more orders an ad platform claims than your own tracking can credit to it. It tells you how far to trust the numbers in Ads Manager, channel by channel.Read guide →Blended ROAS (MER)Total revenue divided by total marketing spend. It's the one ROAS no attribution model can inflate, but it can't tell you which channel or campaign earned the money.Read guide →New customer ROASRevenue from first-time buyers per rupee of ad spend. It separates ads that grow your customer base from ads that mostly sell to people who would have bought from you anyway.Read guide →Break-even ROASThe ROAS at which an ad exactly pays for itself after product, shipping and other variable costs. It comes from your own margins, so the same ROAS can be a win for one brand and a loss for another.Read guide →Marginal ROASThe revenue you get back from the next rupee of ad spend, not the average rupee. It's the number that tells you whether adding budget will make money or just make revenue.Read guide →Incremental ROASThe revenue an ad created that would not have happened without it, divided by what you spent. It separates sales the ad caused from sales it simply got credit for.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.