Enter platform, attributed ad revenue, and spend. Get ROAS, revenue per dollar, and net return, then check contribution before you scale vegan or ethical paid media.
ROAS is revenue divided by ad spend. Dashboards often skip COGS, returns, and view-through credit. Treat a high ratio as a hypothesis until contribution holds.
Platform ROAS counts credit. Contribution decides whether vegan and ethical paid media funds growth or burns certified inventory.
ROAS is attributed ad revenue divided by ad spend. This tool also shows revenue per dollar and net return (revenue minus spend). It does not subtract COGS, shipping, returns, or creative production. That is why a 4:1 dashboard can still be a cash loss on oat milk, refill concentrates, or GOTS apparel.
Net return here is revenue minus ad spend only. Contribution ROAS is (revenue minus COGS minus variable fulfillment minus payment fees) divided by ad spend. That second number is the one that should gate scale. Directional paid-media floors for sustainable DTC are in the ROAS benchmarks guide.
Use campaign ROI when the cost base is bigger than ads: production, retainers, landing work. Use this page for a channel pulse.
Use ROAS weekly on active paid tests, and whenever you are choosing to scale, pause, or rebuild a platform. Split prospecting from retargeting. Retargeting ROAS is usually higher because it harvests demand you already paid to create. Do not average them into one “Meta is working” number.
After a healthy ROAS, check blended CAC and LTV. Channel ROAS can look elite while blended CAC misses payback because email, organic, and brand search are carrying the rest of the mix.
If the account is heavy on view-through or branded queries, run the incrementality calculator before you add budget. Reported ROAS is not lift.
Vanity ROAS is what the platform reports: last-click or view-through revenue, often without returns, often with branded demand inside prospecting. Contribution ROAS haircuts that revenue for COGS and variable costs. Ethical sourcing usually means a higher floor, not a lower one.
Blended CAC vs channel ROAS. Do not defend a 6:1 Shopping ROAS while blended CAC is above contribution LTV. The shopping number can be real and the business still overpaying overall.
Wrong next fix. If clicks are fine and purchases lag, fix landing proof and offer. If CTR is soft, fix creative and claim specificity. Then re-check ROAS. Creative testing budget belongs in the creative testing calculator when you are starving learning to protect a vanity ratio.
fisagency helps vegan and ethical brands turn ROAS into creative, conversion, and budget decisions that still hold after contribution.
Talk with fisagency →Use these before you raise bids or kill a channel on a dashboard ratio.
Enough to cover contribution after product cost, returns, and fees, not just ad spend. A 3:1 platform ROAS can be strong or weak depending on margin. Certified materials and cold-chain usually need a higher floor. Directional category ranges are in the ROAS benchmarks guide.
ROAS compares ad spend to attributed ad revenue. ROI can include broader marketing cost and is usually a percentage. Use ROAS for paid channel health. Use ROI for the fuller campaign investment. Neither number is contribution until you subtract COGS.
When it is mostly view-through, branded search, or retargeting of buyers who would have purchased anyway. When COGS, returns, or fees erase the net. When blended CAC still misses LTV and payback. Pressure-test with incrementality before you scale on the screenshot.
Confirm conversion quality, blended CAC, and payback. Strong ROAS with weak retention or long payback can still be a bad scale decision for vegan and ethical inventory. Split prospecting from retargeting before you call the channel healthy.
If click volume is fine but purchases lag, start with landing proof and offer (certifications, materials, shipping). If CTR and relevance are soft, start with creative and claim-safe specifics. Vague eco language can also burn delivery. Score that risk in the green claims calculator.
Weekly for active paid tests. Daily when spend is high or creative is rotating fast. Always read ROAS against your sales cycle and attribution window. A seven-day window on a 30-day vegan education journey will understate true return.