Hidden Revenue

Unattributed ROAS

Identify halo and word-of-mouth revenue driven by ads but never credited to them. Discover the hidden ROI your dashboards miss.

The Revenue Your Dashboards Don't See

Most attribution systems only credit direct clicks. But ads create impact far beyond the click:

View-through conversions: Users who saw your ad but didn't click, yet converted later
Word-of-mouth effects: One person sees your ad, tells friends, friends convert
Brand awareness lift: Ads prime future purchases even without direct interaction
Cross-channel halo: Meta ad drives Google search, Google gets all the credit

How SpendSignal Finds Hidden Revenue

Baseline modeling: Estimate what revenue would have occurred without any advertising
Incremental lift: Calculate total revenue lift caused by ads (both attributed and unattributed)
Attribution gap analysis: Compare incremental lift to attributed conversions
Unattributed ROAS: Measure the hidden ROI your dashboards never showed you

Simple Formula

Unattributed ROAS = (Total Incremental Revenue - Attributed Revenue) / Ad Spend

This reveals the revenue your ads drove but your attribution system missed

Real-World Example

What Your Dashboard Shows

Ad Spend:$100,000
Attributed Revenue:$250,000
Attributed ROAS:2.5x

What SpendSignal Reveals

Ad Spend:$100,000
Total Incremental Revenue:$380,000
Unattributed Revenue:$130,000
Unattributed ROAS:1.3x

Hidden impact: Your ads drove an additional $130K in revenue (1.3x ROAS) that attribution systems completely missed

Why This Matters

When you only see attributed ROAS, you systematically:

  • Undervalue brand and awareness campaigns
  • Over-invest in retargeting and last-click channels
  • Cut efficient channels that create downstream demand
  • Miss the full ROI story when justifying budget

Unattributed ROAS reveals the complete picture—so you can defend budgets and make smarter allocation decisions.

Ready to Discover Your Hidden Revenue?

See how much ROI your current attribution system is missing.