Core Metric

True ROAS (tROAS)

Return on Ad Spend, corrected for incrementality. Discover what each channel truly drives beyond attribution bias.

The Problem with Standard ROAS

Credits only clicked conversions, ignoring view-through and halo effects

Over-credits retargeting and branded search (demand harvesting)

Under-credits prospecting and brand awareness (demand creation)

Misleads teams into cutting efficient channels

How True ROAS Works

Formula

tROASchannel = Incremental Revenuechannel / Ad Spendchannel
where
Incremental Revenue = Total Revenue - Baseline Revenue
Causal attribution: Models what revenue was actually caused by ads, not just correlated
Lag effects: Captures delayed conversions (e.g., ads today → revenue next week)
Halo effects: Includes unattributed lift from awareness and word-of-mouth

Example: Retargeting

Standard ROAS:8.5x
tROAS (incremental):2.1x

Retargeting harvests existing demand but creates little incremental revenue

Example: Prospecting

Standard ROAS:1.8x
tROAS (incremental):3.4x

Prospecting creates new demand but gets under-credited due to attribution lag

Ready to See Your True Returns?

Stop optimizing for clicks. Start optimizing for incremental revenue.