Metric definitions and how they are calculated
Exact formulas for blended ROAS, true ROAS, CAC, and cost per pipeline.
Writes and maintains the Paid Lens documentation, from first connection to workspace administration.
Every metric below is calculated the same way across every connected platform. Where a platform disagrees with us, the difference is almost always attribution window or timezone.
Blended ROAS
Total revenue from all sources divided by total advertising spend across all platforms. It ignores attribution entirely, which is exactly why it is the honest number to steer by.
blended_roas = total_revenue / total_ad_spendTrue ROAS
Revenue matched to a channel through connected CRM data, using CRM closed-won amounts where a CRM is connected, divided by that channel's spend.
true_roas = crm_closed_won_revenue_attributed / channel_spendCAC and cost per pipeline
cac = channel_spend / new_customers
cost_per_pipeline = channel_spend / pipeline_value_createdPlatform-reported ROAS is still shown, labelled as such, so you can see the size of the gap rather than pretending it does not exist.
See also
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