---
updatedAt: 2025-01-29T10:29:57.000Z
agentTools:
  projectIndex: https://triplewhale.readme.io/llms.txt
---

# Facebook ROAS

roas

# Overview

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

> 📘 Facebook ROAS = Facebook Ads Conversion Value / Facebook Ad Spend

The calculation is based on data from the [Ads](https://triplewhale.readme.io/docs/ads-table) table.

### Detailed breakdown

The formula above is derived from the following components:

Conversion Value (CV) = `SUM(conversion_value)` --> [Ads](https://triplewhale.readme.io/docs/ads-table) table\
Ad Spend = `SUM(spend)` --> [Ads](https://triplewhale.readme.io/docs/ads-table) table\
Facebook Ads = `where channel = 'facebook-ads'`

# Insights and Actions

Facebook ROAS is key for understanding how effectively your Facebook ads convert spend into revenue. Here's how you can leverage this metric to boost your advertising ROI:

* **Optimize Content Strategy**: Focus on ad formats like videos or carousels that show higher ROAS, and invest in creating similar high-performing content.
* **Sharpen Audience Targeting**: Analyze high ROAS campaigns to identify the most responsive demographic segments, and tailor future campaigns to these audiences.
* **Adjust Ad Spending**: Allocate more budget to high-performing ads and reconsider or adjust strategies for those with lower ROAS.
* **Iterate with A/B Testing**: Regularly test variations in ad design, copy, and CTAs to find the combinations that consistently improve ROAS.

# Example Use

### Prompt

> What was my channel-reported Facebook ROAS over the last 30 days?

### Response

![](https://files.readme.io/81c6181f155a4dbce685413d98f33e9fcba4efedefd3252610693d55716b7601-image.png)

### Query

```sql
SELECT
  COALESCE(
    SUM(adt.conversion_value) / NULLIF(SUM(adt.spend), 0),
    0
  ) AS roas
FROM
  ads_table AS adt
WHERE
  adt.channel = 'facebook-ads'
  AND adt.event_date BETWEEN DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY) AND DATE_SUB(CURRENT_DATE(), INTERVAL 1 DAY);
```