Metrics Dictionary

Twitter ROAS

roas

Overview

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

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Twitter ROAS = Twitter Ads Revenue / Twitter 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
Twitter Ads = where channel = 'twitter-ads'

Insights and Actions

Twitter ROAS gives you an overview of how much revenue your Twitter Ads generate for each dollar spent, enabling you to evaluate campaign efficiency and profitability. Monitoring this metric can help optimize your marketing strategy:

  • Evaluate Campaign Effectiveness: Use ROAS to assess which campaigns are performing well and allocate more budget to those with higher returns.
  • Adjust Budget Allocation: If ROAS is lower than desired, consider refining your targeting or pausing underperforming ads to prevent wasted spend.
  • Test Ad Variations: Low ROAS might indicate the need for new creatives or different messaging to improve ad performance.

Related Metrics

  • Twitter Ad Spend: Helps you understand the total cost associated with your Twitter Ads, providing context for your ROAS evaluation.
  • Twitter Conversion Value: Offers insights into the total revenue generated, allowing you to see the direct impact of your ad campaigns.
  • Twitter Conversions: Provides the number of actions taken (e.g., purchases), helping you understand the effectiveness of your ads in driving outcomes.

Example Use

Prompt

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

Response

Query

SELECT
  pjt.channel AS channel,
  COALESCE(
    SUM(pjt.channel_reported_conversion_value) / NULLIF(SUM(pjt.spend), 0),
    0
  ) AS reported_roas
FROM
  pixel_joined_tvf () AS pjt
WHERE
  pjt.model = 'Triple Attribution'
  AND pjt.channel = 'twitter-ads'
  AND pjt.event_date BETWEEN CURRENT_DATE() - 30 AND CURRENT_DATE()  - 1
GROUP BY
  pjt.channel;

Updated 3 days ago