Glossary

ROAS

Return on ad spend: attributed revenue divided by advertising spend for a defined period and attribution model.

Formula

ROAS = attributed revenue ÷ spend. State whether the result is expressed as a ratio or percentage, the currency, cohort, maturity, attribution window, and revenue definition.

Interpretation

Early ROAS can be incomplete for games with delayed value. Modeled attribution and privacy thresholds can also affect the figure. Do not infer ROAS from engagement inside a playable.

Use the metrics guide to connect early and downstream signals.