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 and refunded orders — 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 reads v_blended_roas, which breaks the same monthly spend out per channel against the whole month's revenue — useful as a trend line per channel, but each channel row divides by total store revenue, so channel rows are not additive and are not a per-channel 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.