// glossary

Return on ad spend (ROAS)

Revenue attributed to a campaign divided by its spend, usually within a fixed window.

ROAS at day 7 or day 30 is a leading indicator of payback. A 60 day ROAS above 100 percent means the cohort paid back inside the window. Attribution on iOS is limited by SKAdNetwork, so ROAS is often modelled rather than measured directly.

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