# ROAS

> Return on ad spend — the revenue generated for every unit of currency spent on advertising, calculated as revenue divided by ad spend.

**ROAS** (return on ad spend) is the revenue generated for every unit of currency spent on advertising — revenue divided by ad spend. A ROAS of 3.0 means you earned $3 for every $1 spent, and a ROAS below 1.0 means a campaign is not covering its own cost.

## How AnyTrack calculates ROAS

In the [Campaign Report](/docs/campaign-report), ROAS combines two *real* numbers rather than estimates: actual revenue from your connected conversion sources (Shopify, affiliate networks, CRM) divided by actual ad spend fetched from the ad platform. ROAS cannot calculate if either side is missing — ad spend is fetched only from Meta Ads, Google Ads, and TikTok Ads, and revenue only matches to a campaign when [UTM parameters](/docs/utm-parameters) are present, otherwise it lands under "(not set)".

## ROAS vs CPA vs Attributed Revenue

- [CPA](/glossary/cpa) — CPA is a *cost* per acquisition; ROAS is a *return* ratio. They answer different questions: "what did each conversion cost?" vs "what did each dollar earn?".
- [Attributed Revenue](/glossary/attributed-revenue) — the revenue an ad platform credits to a campaign is one possible numerator; AnyTrack's ROAS uses the actual revenue measured from your integrations, divided by spend.