What is blended ROAS?
Blended ROAS is total store revenue divided by total ad spend for the same month — every order, whether or not an ad touched it, over every euro spent on ads. Like MER it needs no attribution model, but where MER runs on contribution margin, blended ROAS runs on revenue. It answers "how much revenue does the business generate per euro of ad spend", not "how much do we keep".
Formula
blended ROAS = total net sales revenue ÷ total ad spend (per month)
Worked example
In a month the store books €300,000 of net sales line revenue and spends €60,000 across all ad channels: blended ROAS is 5.0×. If contribution margin on that revenue is 35%, MER for the same month is €105,000 ÷ €60,000 = 1.75×. Same month, same spend — the gap between 5.0 and 1.75 is your cost structure, which is why a revenue-based ratio alone can look healthy while margin quietly is not.
How Saldo Metrics computes it
v_blended_roas_monthly is the single contract for the headline figure: monthly
revenue_base — line-item revenue from fact_orders joined to
fact_order_line_items, excluding cancelled orders and orders refunded in full — divided by monthly
spend_base summed from fact_ad_spend across all channels. Note the spend source:
fact_ad_spend, the channel-level spend fact, not the creative-level
fact_ad_performance the CTR/CPC views read. Both sides are EUR converted per
transaction date. The Blended ROAS dashboard tile and the blended-ROAS alert read the
most recent month from this view; the ROAS Trend widget draws the same monthly ratio as
a line over bars of each channel's spend, which it reads from v_blended_roas. That view
holds spend only: orders carry no channel, so there is no per-channel blended ROAS to
report. For return per channel, see true ROAS.
Only months with recorded ad spend appear; a month of revenue with zero spend has no ratio to show.
Why it matters
Blended ROAS is the cross-check number. Platform ROAS overstates (each channel grades its own homework), true ROAS depends on an attribution model being right — blended ROAS depends on nothing but your order book and your invoices. When the sum of what platforms claim drifts far above what blended ROAS implies, the platforms are double-counting.
Common mistakes
- Reading a channel row of the ROAS trend as that channel's return. The denominator is the channel's spend but the numerator is the whole store's revenue; only the all-channels figure is a real ratio.
- Comparing blended ROAS against margin-based targets. A 3× blended ROAS target and a 3× true ROAS target are wildly different bars; one is revenue, the other contribution margin.
- Attributing month-over-month moves to ad performance alone. Blended ROAS also moves with organic demand, email, seasonality — everything that produces revenue without spend.
Where you see this in the app
The Blended ROAS and ROAS Trend dashboard widgets, and the blended-ROAS alert metric.