Quick summary

In this article we’ll cover how to conduct ROAS (Return on Ad Spend) analysis using NotifyVisitors to evaluate the profitability of advertising campaigns. It guides marketers in syncing ad platforms and analyzing KPIs like ROAS, CPA, CTR, and more, along with visual graphs to compare performance. The goal is to identify high-performing campaigns, optimize budget allocation, and improve overall marketing ROI.

Introduction

As a marketer, success isn’t just about visibility—it’s about measurable impact. Key performance indicators (KPIs) provide the insights needed for informed decision-making, and Return on Ad Spend (ROAS) stands out as a critical metric for evaluating and optimizing marketing performance.

ROAS offers a clear view of how well your advertising efforts translate into revenue. It highlights which campaigns deliver the best return on investment (ROI), guiding you on where to allocate your budget. For instance, a high ROAS might prompt you to increase funding for a campaign, while a low ROAS could signal the need to tweak messaging, refine targeting, or pause underperforming efforts.

Additionally, ROAS enables comparisons across advertising channels. If your Facebook Ads outperform Google Ads in ROAS, you can adjust your budget and strategy to favor the stronger platform. 

In this article, we’ll walk you through how NotifyVisitors simplifies ROAS analysis, turning complex ad performance data into actionable insights.

Integration

Before diving into ROAS analytics, you must first connect your remarketing platforms to NotifyVisitors. Currently, we support integration with:

• Facebook Ads
• Google Ads
• Google’s DV360

To set this up, navigate to Settings, then under Channels, select Remarketing Ads. From here, connect your Facebook and Google Ads accounts seamlessly.

ROAS metrics sync

Once your remarketing accounts are integrated, you can enable ROAS metrics synchronization:

• Facebook ads: Toggle on the ROAS sync, then choose your preferred Facebook ad account.

• Google ads and DV360: Similarly, in the google tab, activate the ROAS sync switch and select the desired account for Google ads and DV360.

If you ever need to switch ad accounts, simply open the dropdown and select a different account. NotifyVisitors will automatically begin fetching the metrics for the selected account.

ROAS analytics

Remarketing platform integration and ROAS metrics synchronization are one-time steps. Once you have completed these, you can effortlessly monitor your advertising performance. To view detailed analytics, complete with key performance indicators and comparison graph, navigate to the Real Impact section and select ROAS Analysis tab. Here, you will find powerful tools to evaluate how effectively your ad spend translates into revenue.

Filtration options

Upon entering the ROAS Analysis page, you will see three primary filters that help you refine your data.

• Date Filter: With this you can choose specific time periods to analyze ROAS data. This helps you spot trends and evaluate performance over time, whether it’s a week, month, or custom date range.
• Filter by Source: This filter allows you to narrow your focus to a specific remarketing platform like Facebook, Google, or DV360. Only platforms with synced ROAS metrics will appear in the dropdown.

By default, the analytics shows all integrated sources for a holistic view, but you can select a specific source to compare its impact.

• Filter by Revenue Event: This allows you to focus on particular conversion or revenue-generating event, giving you insight into how specific actions (such as completed purchases or sign-ups) contribute to your overall revenue.

These filter options let you customize your analysis and focus on the data that matters most.

KPI table - ROAS Campaign Overview

The KPI table delivers a comprehensive snapshot of your campaign metrics, organized for easy understanding. You can compare multiple campaigns of multiple advertising channels based on various metrics at one glance.

› Campaign details

• Source: The platform or channel where your ad was placed (e.g., Google Ads, Facebook). 
• Ad Campaign ID: The unique identifier assigned to your campaign by the advertising platform.
• Ad Campaign Name: The unique name you’ve assigned to your advertising campaign, making it easy to identify and compare specific campaigns.

› Engagement metrics

• Ad Impressions: Total times your ad was displayed. High impressions signal visibility.
• Ad Clicks: Total clicks or visits from your ad, reflecting user interest.
• Click-Through Rate (CTR): Percentage of impressions turning into clicks (Clicks / Impressions × 100). A higher CTR means your ad is engaging.

› Cost metrics

• Ad Spend: Total budget spent on the campaign.
• Cost Per Click (CPC): Average cost per click (Ad Spend / Clicks). Lower CPCs suggest efficient spending.
• Cost Per Acquisition (CPA): Average cost to gain a customer (Ad Spend / Conversions). This reveals the true price of conversions.

› Conversion metrics

• Conversions via Publisher: Conversions credited to the platform (e.g., Google Ads).
• Conversions via NV: Conversions tracked by NotifyVisitors.
• Conversion Rate: Percentage of clicks leading to conversions via NotifyVisitors (Conversions via NV / Clicks × 100). A strong rate shows effective targeting.

› Revenue metrics

• Revenue: Total income from conversions, the ultimate measure of success.
• Return on Ad Spend (ROAS): Revenue per dollar spent (Revenue / Ad Spend). A ROAS above 1 means profit; higher values mean greater returns.
• Paying Users: Number of users completing desired actions (e.g., purchases, signups).
• Revenue Per Click (RPC): Average revenue per click (Revenue / Clicks). This highlights each click’s value.
• Average Order Value (AOV): Average revenue per conversion (Revenue / Conversions). Higher AOVs boost profitability.

› UTM parameters

• UTM Source: The source of the traffic as defined in UTM parameters (e.g., Google, Newsletter). This identifies where the traffic originated, offering insight into the origin of your audience.
• UTM Medium: The medium through which the traffic came (e.g., PPC, Email). This specifies the type of traffic, helping you understand the delivery method of your campaign.
• UTM Campaign: The specific campaign or promotion that drove the traffic, as per UTM parameters. This allows for precise tracking of individual marketing efforts.

Visualize analytics with return on Ad spent graph

Directly beneath the KPI table, you’ll find a dynamic comparison graph that visualizes various advertising channels performance metrics over time. Where the table gives you campaign wise comparison, the graph allows you to compare the overall performance of multiple advertising channels such as google, facebook, etc.

You can use the matrix dropdown to select comparison metrics of your choice. The options include Return on Ad Spend (ROAS), Clicks, Ad Spent, Conversions-Publisher, Conversion-NV, Conversion Rate, Revenue, and Impressions.

This interactive graph makes it simple to spot patterns, compare performance across different advertisement channels, and ultimately make data-driven decisions that optimize your ad spend and maximize returns.

Spend with confidence

Return on Ad Spend (ROAS) analysis provides a clear, data-driven lens through which you can evaluate the effectiveness of your campaigns, ensuring every penny spent is working toward your business goals. ROAS analysis isn’t just a performance metric, it’s a strategic compass for your advertising efforts. 

With NotifyVisitors, you get a centralized, intuitive platform to track, compare, and optimize the effectiveness of your remarketing campaigns across channels like Facebook, Google, and DV360. ROAS insights can help you optimize your advertising strategy, maximize revenue, and achieve a stronger return on investment.