Return on ad spend tells you how many dollars came back for each dollar spent. A ROAS of 2 means two dollars back for each one spent.
Look at it over time. Many funnels lose money on day one and profit after follow up emails and continuity.
Do it step by step
- Track revenue by traffic source.
- Divide by ad spend for the same period.
- Check again at 30 and 90 days to include follow up sales.