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ROAS stands for Return on Ad Spend.

It tells you how much revenue you make for every dollar you spend on advertising.
For example: If you spend $100 on ads and generate $400 in sales, your ROAS is 4x.

In short, it answers one simple question: Are your ads making money?

ROAS is all about efficiency. Higher ROAS = better performance

You’re generating more revenue for every dollar spent. Whereas lower ROAS = less efficient spend. You may need to adjust your strategy or optimize your campaigns if this is the case.

But context matters.

A “good” ROAS depends on your business goals:

• If you’re focused on profit, you’ll want a higher ROAS
• If you’re focused on growth or new customers, a lower ROAS can still be worth it

The key is to track trends over time: Is your ROAS improving? Are your campaigns becoming more efficient? That’s where real performance gains happen.

ROAS depends on factors like your audience, budget, product demand, and campaign setup. Criteo GO uses AI trained on commerce data to continuously adjust targeting and bids, helping improve performance as your campaign runs.