Overview

AppLovin Return on Ad Spend (AppLovin ROAS) refers to the AppLovin-reported conversion value divided by the AppLovin-reported ad spend.

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AppLovin ROAS = AppLovin Ads Conversion Value / AppLovin Ad Spend

The calculation is based on data from the Ads table.

Detailed breakdown

The formula above is derived from the following components:

Conversion Value (CV) = SUM(conversion_value) --> Ads table
Ad Spend = SUM(spend) --> Ads table AppLovin Ads = where channel = 'applovin'

Insights and Actions

AppLovin Return on Ad Spend (ROAS) measures the revenue generated per dollar spent on AppLovin ads, highlighting campaign profitability and guiding strategic decision-making:

• Monitor Campaign Efficiency: Track ROAS to see if your ad spend is translating into meaningful returns. A declining ROAS may indicate the need for campaign optimization.
• Allocate Budgets Wisely: Identify high-performing campaigns based on ROAS and prioritize spending where you see the greatest returns.
• Refine Ad Strategies: Combine ROAS with metrics like CPA to detect areas of improvement in targeting, creative, or bidding, ensuring optimal resource use.

Related Metrics

• AppLovin Conversion Value (CV): Provides the total revenue attributed to AppLovin ads, essential for calculating ROAS.
• AppLovin Ad Spend: Indicates the cost side of the equation, used directly in ROAS calculations.
• AppLovin CPA: Shows the cost per acquisition, offering another lens on cost-effectiveness and audience quality.

Example Use

Prompt

What's my channel-reported AppLovin ROAS the last 30 days?

Response

Query

SELECT
  COALESCE(
    SUM(pjt.channel_reported_conversion_value) / NULLIF(SUM(pjt.spend), 0),
    0
  ) AS channel_reported_roas
FROM
  pixel_joined_tvf () AS pjt
WHERE
  pjt.channel = 'applovin'
  AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1;