Marketing Channel Metrics Efficiency

Paid Media Efficiency (ROAS)

Paid Media Efficiency (ROAS): Return on ad spend: closed won revenue from the paid ads channel in the period, divided by paid ad spend.

Also known as: ROAS

Formula

ROAS = Revenue attributed to ads / Ad spend

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

sum(field.opportunity_amount where field.channel = 'paid_ads' and field.opportunity_stage = 'closed_won' and in_period(field.close_date)) / sum(field.ad_spend where field.channel = 'paid_ads')

Unit: ratio

Notes: Expressed as a ratio such as 3x.

Data requirements

Grain: Daily aggregate · Frequency: Daily · Aggregation: aggregate (day) · Staged: no · Main source: CRM.

Field	Dataset	Type
`ad_spend`	campaign	decimal
`channel`	campaign	string
`channel`	opportunity	string
`close_date`	opportunity	date
`opportunity_amount`	opportunity	decimal
`opportunity_stage`	opportunity	string
`period_start`	campaign	date
`snapshot_date`	opportunity	date

Example SQL (Postgres)

SELECT (CAST((SELECT COALESCE(SUM(opportunity_amount), 0) FROM opportunity WHERE snapshot_date = :period_end AND ((channel = 'paid_ads' AND opportunity_stage = 'closed_won') AND (close_date >= :period_start AND close_date <= :period_end))) AS DOUBLE PRECISION) / NULLIF((SELECT COALESCE(SUM(ad_spend), 0) FROM campaign WHERE period_start >= :period_start AND period_start <= :period_end AND channel = 'paid_ads'), 0)) AS paid_media_efficiency_roas

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Paid Media Efficiency (ROAS)" }) or generate_query({ "metric": "Paid Media Efficiency (ROAS)", "adapter": "<your adapter JSON>" }).

Sources

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