ROAS is revenue generated per pound of advertising spend, expressed as a multiple (e.g. 4.0x).
ROAS = Revenue attributed to ads / Ad spend
ROAS reported inside ad platforms often uses a short conversion window (7–28 days) and credits first-party pixel events. For advice businesses where revenue lands months after the lead, in-platform ROAS understates true performance. Offline conversion imports (OCI) or CRM-matched revenue reporting are essential.