Target ROAS

Measured as

Measure Target ROAS with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.

Misused when

• Using one target ROAS across offers with different margins.
• Optimizing for ROAS and ignoring volume or payback constraints.

Operator takeaway

• Compute from contribution margin and desired profit buffer.
• Set separate targets by channel or product when margins differ.
• Validate with incrementality if attribution is noisy.
• Use Target 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 Target ROAS Calculator if you need to turn the definition into an operating assumption.
• Read Target ROAS: how to set a realistic ROAS goal if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.