Blended ROAS

Measured as

Blended ROAS = total revenue / total ad spend

Misused when

• Using blended ROAS to scale a single channel (it can hide weak channels).
• Comparing periods with different attribution windows or delayed revenue recognition.
• Ignoring changes in pricing or refunds that distort revenue.

Operator takeaway

• Use blended ROAS to align finance and marketing on top-down health.
• Use channel ROAS to optimize allocation within a blended target.
• Pair blended ROAS with margin to see if growth is actually profitable.
• Use Blended ROAS only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
• If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.

Next decision

• Quantify the impact with ROAS Calculator if you need to turn the definition into an operating assumption.
• Read MER (blended ROAS): how to use it without fooling yourself if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.