My marketing campaign is doing well? It's generating a lot of impressions and clicks, the CPC has decreased by 50% in the last month and conversions are increasing, but how can I find out which of my campaigns are actually generating the most revenue?
Let's see if the classic KPIs introduced at the dawn of desktop digital marketing are still valid.
In recent years we are witnessing the affirmation of a particular find investor through investor database indicator, ROAS, that not all the main publishers have officially adopted in their basic metrics. Even in Google AdWords it is necessary to build it manually and insert it in the customization of the columns.
But what exactly is ROAS? And more importantly, what does it measure?
ROAS stands for “Return On Advertising Spend” , some tend to confuse it with ROI (Return On Investment), others have given rise to a heated debate on the validity of one or the other in the evaluation of a campaign or an advertising channel.
Many marketers prefer to use ROI, a business metric, as they are still tied to a pre-digital vision of advertising where this term does not refer to offline advertising, but to a digital advertising method based on a single device, the good old desktop.