Blended ROAS

Definition

Blended ROAS: Blended ROAS is total revenue across all channels divided by total paid ad spend. It answers how much revenue every dollar of paid media generates when organic, direct, and email are also in the mix.

# Blended ROAS Blended ROAS is total revenue across all channels divided by total paid ad spend. Unlike platform-reported ROAS (which only counts conversions each platform can claim via its pixel), blended ROAS is calculated against your entire revenue line — so it captures organic, direct, email, and paid revenue together against paid spend only. ## Why it matters Platform ROAS has been inflated since iOS 14.5. Meta and Google both count view-through and cross-session conversions inside their own walled gardens, so adding up Meta ROAS + Google ROAS double-counts the same buyer. Blended ROAS is the honest version: one revenue number, one spend number, one ratio. ## How Admaxxer surfaces it Admaxxer computes blended ROAS in the [Attribution dashboard](/features/capi-match-rate) using pixel-reported revenue from your storefront as the numerator and the sum of Meta + Google spend (pulled from the APIs hourly) as the denominator. You see blended ROAS, platform-reported [MER](/glossary/mer), and the delta between them on the same card, so when Meta's claimed ROAS drifts above blended you know the pixel is over-claiming. ## Example If your store did $120,000 in revenue this month and you spent $20,000 on Meta + $10,000 on Google, your blended ROAS is 4.0x. If Meta's reported ROAS is 5.2x for the same period, you can see Meta is over-attributing by roughly 30%.

Most related

Continue exploring the DTC ad-analytics vocabulary — every term in this glossary cross-links to the next.

Frequently Asked Questions

How is blended ROAS different from MER?

They are the same metric. MER (Marketing Efficiency Ratio) is the e-commerce operator term; blended ROAS is the paid-media term. Both = total revenue / total paid spend.

Why is my platform ROAS higher than my blended ROAS?

Platforms count view-through conversions, cross-device matches, and overlapping windows. Blended ROAS uses one revenue number against one spend number, so it cannot double-count.

What is a good blended ROAS for DTC?

It depends on margin. A 3.0x blended ROAS on a 60% gross margin product pays back faster than a 4.0x on a 40% margin. Track it against payback period, not a fixed threshold.

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