ROAS

ROAS stands for return on advertising spend and measures how much revenue every euro of ad spend produces. The formula is simple: revenue achieved divided by ad budget spent. A ROAS of 5 means that one euro of advertising generated five euros of revenue.

How ROAS is calculated and interpreted

A clean calculation needs clear sources: which revenues belong to the campaign, which clicks or conversions are attributed and which attribution model is used. The raw value says nothing about profit, because cost of goods, logistics, staff and platform fees are not included. Only the comparison with your own margin shows whether a ROAS is economically healthy.

Common pitfalls

Typical pitfalls are double counting across platforms, ignoring returns or discounts and observation windows that are too short. Brand campaigns also distort the picture, because users with high purchase intent would have arrived anyway. A stable series across several weeks that reveals genuine trends is far more useful than a single peak number.

ROAS in JD Mail and JD Partner

In JD Mail and JD Partner you can evaluate ROAS per send, per campaign or per list package. Reporting shows which segments perform above average, which ad formats produce revenue and where there is room to optimise. This creates a clear basis to steer budgets into the segments and ads that demonstrably generate revenue.