Return on Ads Spend (ROAS)

Updated by Camilla Ostergaard

On the ROAS dashboard, you can see how much Revenue is being generated from all your Paid Ad Activities and the subsequent Return on Ads Spend percentage. We breakdown the entire funnel from Impressions down to Cost per Acquisition.

Furthermore, we show how your investments perform over time. We also list all the different Ad Networks and their individual contributions. This dashboard gives the ability to better understand and report on Ad performance.


Date: Set the time period you want to investigate

Stage: You can select your preferred pipeline stage. Read more about the Free Tier Stages here

Attribution: Choose the attribution model which is meaningful for your analysis

  • First Touch
  • Last Touch 
  • Linear 
  • U-Shaped
  • W-Shaped
  • Data-driven

Sources: Choose the ad network 

Campaigns: Choose the campaign you want to investigate 

Ad Accounts: Choose the ad account/s you are interested in

Aggregation: Set the time frames you wish to display your data in

Group By: Choose your preferred option to group by

  • Ad Network
  • Campaign
  • Branded Search
  • Ad Account

Note: Date is referring to the time period when visitors/contacts interacted with these Ad Networks


Cost: The total spent on Paid Ad Campaigns across the different Ad Networks/Sources

Impressions: The number of times your ad is shown - each time your ad appears on someone's feed it is counted as an impression 

Clicks: The total amount of clicks seen across the different Ad Networks

Visitors: The number of unique users who had a website session which originated from different Ad Networks during the given time period

Contacts: The number of visitors who we have been able to attach an email to their user id

Companies: The number of companies who are attached to Contacts, or the number of companies in your CRM who we can be attached to any visitor traffic (anonymous)

Deals: The number of deals that are associated with Paid Ad Networks based on your selected filter

Value: The amount of revenue than is attributed to Paid Ad Networks based on your selected filter

Cost Per Mille (cpm): Cost per thousand. This calculation is used to denote the price over one thousand impressions

Click Through Rate (ctr): Clicks divided by Impressions 

Cost Per Click (cpc): Total Cost divided by Clicks

Cost Per Acquisition (cpa): Total Cost divided by Attributable Deals

Return on Ad Spend (ROAS):  Total Attributable Revenue divided by Total Cost

Funnel Overview

Cost → Impressions → Clicks

In this first section, we provide the top of the funnel for all your Paid Ad Activities. This data is pulled directly from the Ad Network through our integrations.

Visitors → Contacts → Companies

In the next section, we give an overview of the traffic from your Paid Channel which is based on the Tracking script we have on your websites.

Influenced Deals → Deals → Influenced Value → Value

Influenced Deals & Influenced Value: The number of deals who had a touchpoint in its journey and the value (revenue) of those deals - based on the dates/filters selected. These two metrics are not controlled by your selected attribution model.

Deals: The number of deals who had a touchpoint in this journey BUT with the attribution model applied - based on the dates/filters selected. The attribution model you have selected is applied to each deal and all their paid channel sessions.

Value: The value (revenue) of the calculated attributable deals.

Note: When using First Touch/Last Touch you will get a rounded Deal number, as a deal is either First-Touch Paid or not. With Linear, W-Shaped or U-Shaped you will get a fraction of a deal, as most Paid Touch points will make up a fraction of the sessions on a deal.
Cost per Acquisition → ROAS

On the fourth row, we provide percentages for CPA and most important Return on Ad Spend.

Graphs and Tables

Cost over time
Return on Ad Spend

We provide a graph showing the development of the Return on Ad Spend for each Ad Network over the period of time specified in your Filters. Use the Aggregate filter to breakdown the X-Axis as you wish.

This graph makes it easy to see which Ad Network is performing best, but also it shows clearly how long it generally takes for your Ads to mature and provide a Return.

Note: Time frame is key so you should give enough time for your Ads to create value.

Ad Network Performance over time

This table lists each Ad Network and their specific performances for a certain timeframe, which is dependent on the Date and Aggregate filter. This report helps to evaluate the business outcomes generated through different Paid Ad Networks.

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