ROI / ROAS (Return on Ad Spend)
Measuring the Bottom Line of Ad Campaigns
There is ROI in the global sense which measures an organization’s overall profits after expenses and ROI in the specific context of mobile marketing. The latter is known more specifically as ROAS (return on ad spend).
ROI is the most critical metric for app advertisers. Your attribution provider’s dashboard should show you your LTV (lifetime value) KPI (key performance indicator) in relation to your media costs. It is important for your attribution provider to offer robust LTV measurement capabilities and cost integrations with a large number of media sources.
ROAS measures revenue for every dollar spent on advertising — in other words, how ads contribute to an organization’s bottom line.