← Learn
ROAS vs. incremental ROAS
ROAS measures revenue against spend using platform-attributed conversions. Incremental ROAS measures it using only the conversions that genuinely happened because of the advertising.
Example
A campaign reports a 4x platform-attributed ROAS, but a holdout test reveals an incremental ROAS of only 1.5x once non-incremental conversions are excluded.
Why marketers care
Optimising toward platform-attributed ROAS alone can lead to over-investing in channels that mostly capture demand that already existed.