Blended Attributed Return on Ad Spend (BA ROAS)

Overview

Blended Attributed Return on Ad Spend (BA ROAS) refers to the ratio of revenue to channel-attributed advertising expenditure, across all channels and platforms (including custom ad spend).

πŸ“˜

BA ROAS = Channel-Reported Conversion Value / Ad Spend

The calculation is based on data from the Blended Stats table.

Insights and Actions

Blended Attributed Return on Ad Spend (BA ROAS) is a comprehensive metric assessing the overall effectiveness of advertising spend across all channels in generating revenue. Efficiently leveraging BA ROAS data can guide strategic business decisions:

  • Evaluate Overall Marketing Efficiency: Use BA ROAS to assess the cumulative efficiency of your marketing efforts across all platforms, identifying the overall return on your advertising investments.
  • Optimize Marketing Mix: Analyze BA ROAS alongside channel-specific ROAS to determine which channels contribute most to your advertising success, guiding decisions on budget reallocation to maximize overall returns.
  • Refine Advertising Strategy: Identify underperforming ad channels or strategies with lower BA ROAS and explore ways to optimize or pivot these efforts for better performance.
  • Informed Decision Making: Leverage insights from BA ROAS to make informed decisions about scaling up advertising spend, introducing new marketing channels, or adjusting campaign tactics to improve overall profitability.

Example Use

Prompt

What was my BA ROAS last month?

Response

Query

SELECT
  SAFE_DIVIDE(
    SUM(channel_reported_conversion_value),
    SUM(spend)
  ) AS ba_roas
FROM
  prepared_blended_stats_table
WHERE
  event_date BETWEEN DATE_ADD(
    DATE_TRUNC(CURRENT_DATE(), MONTH),
    INTERVAL -1 MONTH
  ) AND DATE_SUB(DATE_TRUNC(CURRENT_DATE(), MONTH), INTERVAL 1 DAY);