ROAS (Return on Ad Spend)

Definition

Return on Ad Spend (ROAS) is revenue attributed to advertising divided by ad spend. Example: NPR 300,000 revenue from NPR 100,000 spend is 3× ROAS.

Detailed Explanation

ROAS is an ads efficiency metric. It is not the same as ROI, which can include management fees, product cost, and refunds. Last-click ROAS lies when Nepal customers convert on WhatsApp, phone, or cash on delivery after seeing an ad.

Nepal Context

Always pair ROAS with how conversion is tracked (GA4, ads pixel, offline import). Directional CPC tables: Benchmark Report 2027. Related: ROI, CPC.