Cost & ROAS

Cost & ROAS lives in the Business area of the dashboard, under Marketing ROI.

At a glance#

What it does#

Cost & ROAS brings ad spend into the same view as revenue, broken down by campaign, channel, source or network, with a trend chart, per-channel LTV and ARPU, and CSV export.

This is also where campaign budgets are set — Budget pacing reads the budgets you define here.

When to use it#

For every spend decision. Return on ad spend is the only figure that tells you whether a channel is worth more money, and it needs both halves: spend, which comes from your ad platforms, and revenue, which comes from your app.

The per-channel LTV column is the one to look at before scaling. A channel with good immediate ROAS and poor LTV delivers customers who buy once.

Workflow#

1. 1

   Start at channel, then narrow to campaign

   Channel-level differences are large and stable. Campaign-level ones are noisier and only worth acting on once the channel picture is clear.

2. 2

   Compare ROAS against LTV, not against itself

   Immediate ROAS rewards channels that convert fast. LTV rewards channels that bring customers who stay. Scaling on the first alone is the standard expensive mistake.

3. 3

   Set budgets here, then watch pacing

   Budgets defined on this page drive the pace signal on Budget pacing.

4. 4

   Export when you need to model

   The CSV carries the same columns, so anything you want to combine with other data leaves cleanly.

Permissions and prerequisites#

Requires both sides: ad-spend data from your connected ad sources, and revenue events from your app. With only one, the page reports that side and no ratio.

Limits and edge cases#

• Spend and revenue land on different schedules. Ad platforms report on their own cadence, so a same-day ROAS is incomplete.

• Revenue is client-reported and inherits the caveats on Transactions.

• Organic traffic has no spend, so it has no ROAS. Do not read its absence as zero return.

Troubleshooting#

ROAS is zero across the board. Revenue is not being attributed to channels — usually missing attribution data rather than missing revenue. Check Transactions to confirm revenue exists at all.

Spend is missing. The ad source is not connected, or has not synced.

A channel's numbers changed retroactively. Ad platforms restate. Expected.

Where the data comes from#

Served by

• Business impact

Related#

• Budget pacing

• LTV & CAC

• Revenue attribution

• Unit economics

• Business overview