ROAS, or Return on Ad Spend, measures how much revenue is generated for every €1 spent on advertising.
The formula
ROAS = Revenue ÷ Ad Spend
ROAS is commonly displayed in two different ways: as a decimal or as a percentage. They mean exactly the same thing.
| Decimal ROAS | Percentage ROAS | Meaning |
|---|---|---|
| 0.5 | 50% | €0.50 revenue for every €1 spent |
| 1.0 | 100% | €1 revenue for every €1 spent |
| 2.0 | 200% | €2 revenue for every €1 spent |
| 3.0 | 300% | €3 revenue for every €1 spent |
| 3.54 | 354% | €3.54 revenue for every €1 spent |
| 7.58 | 758% | €7.58 revenue for every €1 spent |
Converting between the two
Decimal ROAS × 100 = Percentage ROAS
So a ROAS of 3.54 is exactly the same as 354% ROAS.
This means figures shown differently across platforms such as Google Ads and Meta can still be compared directly, provided they use the same attribution window and revenue calculation.
One important point is that 1.0 ROAS, or 100%, does not necessarily mean the business is breaking even. It only means advertising revenue equals advertising spend. Product costs, shipping, fees and other operating costs still need to be covered.