WHY IN-PLATFORM ROAS IS FICTION
Meta's default attribution includes view-through conversions. Google cross-device claims credit across sessions. TikTok uses its own last-touch model. Add up all your platform reports and you are often counting the same sale 2–3 times. Blended ROAS uses total revenue divided by total spend — the only number that went into your bank account.
BLENDED ROAS TARGET FORMULA
Target blended ROAS = 1 ÷ (marketing spend as % of revenue). Keep marketing at 20% of revenue → target 5× blended. At 25% → target 4×. Set this target first, then use it to govern spend decisions — no platform gaming possible.
WHAT'S INSIDE — PREVIEW
01
Blended ROAS = Total revenue ÷ total ad spend across all channels.
True performance · All channels
02
Platform ROAS gap: The % difference between what Meta/Google claims vs. blended ROAS.
Attribution gap · Overcounting
03
MER (Media Efficiency Ratio): Total revenue ÷ total marketing spend including overhead.
MER · Conservative metric
04
Channel contribution: How to estimate each channel's true contribution when attribution is messy.
Incrementality · Channel weighting
05
Spend mix optimizer: At what blended ROAS can you afford to add budget to each channel?
Budget allocation · Scaling thresholds
06
North Star: Why blended ROAS + new customer ratio beats any single metric.
North Star · New customer ROAS
07
Holdout testing: How to measure true incrementality with geo or time-based holdouts.
Incrementality · Geo holdout
08
Weekly blended tracker: Template to track and trend blended efficiency.
Tracking · Weekly review