How to Calculate Return On Ad Spend (ROAS) in Shopify

7 minute read

ThoughtMetric Metric Calculation

Are you looking to get more out of your advertising budget on Shopify? One of the best ways to do this is by calculating your Return On Ad Spend (ROAS). In this guide, we'll help you understand what ROAS is, why it's important, and how you can calculate it for your own Shopify store using HTML tracking and reporting tools. We'll also provide tips on how to improve your ROAS and avoid common mistakes. Let's get started!

Understanding ROAS and Its Importance

If you're running a Shopify store, you're likely looking for ways to grow your business and increase your revenue. One of the most effective ways to do this is through advertising, but it can be challenging to know how to measure the success of your campaigns. This is where Return On Ad Spend (ROAS) comes in.

What is Return On Ad Spend (ROAS)?

ROAS is a metric that helps you determine how much revenue your Shopify store generates for every dollar spent on advertising. It's calculated by dividing the revenue generated by your advertising campaigns by the amount spent on those campaigns. For example, if you spent $100 on a campaign that generated $500 in revenue, your ROAS would be 5x ($500/$100).

ROAS is a valuable measure that can help you assess the effectiveness of your advertising campaigns and make informed decisions on how to allocate your budget. By tracking your ROAS over time, you can identify trends and patterns that can inform your advertising strategy.

Why is ROAS Important for Your Shopify Store?

ROAS is essential for your Shopify store because it allows you to measure the performance of your advertising campaigns. By tracking the revenue generated by each dollar spent on advertising, you can identify which campaigns are delivering the best results and optimize your strategy to maximize your return on investment (ROI).

For example, let's say you're running two different ad campaigns for your Shopify store. Campaign A has a ROAS of 4x, while Campaign B has a ROAS of 2x. This means that for every dollar spent on Campaign A, you're generating $4 in revenue, while for every dollar spent on Campaign B, you're generating $2 in revenue. Based on this information, you can make an informed decision to allocate more of your budget to Campaign A, as it's delivering better results.

ROAS is also important because it helps you identify areas where you may need to make changes to your advertising strategy. For example, if you're not seeing the ROAS you want from a particular campaign, you may need to adjust your targeting, messaging, or ad format to improve its performance.

In conclusion, ROAS is a critical metric for any Shopify store owner who wants to grow their business through advertising. By understanding ROAS and its importance, you can make informed decisions about your advertising strategy and optimize your campaigns for maximum ROI.

Setting Up Your Shopify Store for ROAS Tracking

Integrating Google Analytics with Shopify

One way to track your ROAS is by integrating your Shopify store with Google Analytics. This will allow you to track conversions and revenue generated by your ads within your Google Analytics account, which you can use to calculate ROAS.

To integrate your Shopify store with Google Analytics, follow these steps:

  1. Sign in to your Google Analytics account.
  2. Click on the Admin tab and navigate to the Property column.
  3. Select your Shopify store's property from the dropdown menu.
  4. Click on the Tracking Info option and select the Tracking Code option.
  5. Copy the tracking code snippet provided by Google Analytics.
  6. In your Shopify Admin, navigate to the Online Store > Preferences section.
  7. Paste the tracking code snippet into the Google Analytics field.
  8. Save your changes.

Configuring Conversion Tracking in Facebook Ads Manager

If you're running ads on Facebook, you can track your ROAS by setting up conversion tracking in Facebook Ads Manager. This will allow you to see how many conversions (such as purchases) are generated by your ads and how much revenue they generate.

To set up conversion tracking in Facebook Ads Manager, follow these steps:

  1. Sign in to your Facebook Ads Manager account.
  2. Click on the 3-line menu icon in the top left corner and select Events Manager.
  3. Click on the Connect Data Sources button and select Web.
  4. Select Facebook Pixel as your data source and click Connect.
  5. Follow the prompts to add the Facebook Pixel code to your Shopify store.
  6. In Ads Manager, navigate to the Conversions campaign you want to track.
  7. Click on the Ad Set level and scroll down to the Conversion section.
  8. Select the conversion event you want to track and choose a conversion value.
  9. Save your changes and start your campaign.

Calculating ROAS for Your Shopify Store

Gathering the Necessary Data

Before you can calculate your ROAS, you'll need to gather data on the revenue generated by your advertising campaigns and the total amount spent on those campaigns. You can do this by tracking your conversions and revenue in Google Analytics or Facebook Ads Manager.

Formula for Calculating ROAS

The formula for calculating ROAS is:

ROAS = Revenue / Ad Spend

For example, if you spent $100 on advertising and generated $500 in revenue, your ROAS would be:

ROAS = $500 / $100 = 5

This means that for every dollar you spent on advertising, you generated $5 in revenue.

Interpreting Your ROAS Results

Interpreting your ROAS results can help you understand which advertising campaigns are performing well and which ones need improvement. A ROAS of 1 means that for every dollar spent on advertising, you generated one dollar in revenue (a break-even point). A ROAS of greater than 1 means that you generated more revenue than you spent on advertising, which is a positive ROI. The higher the ROAS, the more successful your campaigns are.

Tips to Improve Your ROAS in Shopify

Optimizing Your Ad Campaigns

To improve your ROAS, you'll need to optimize your ad campaigns. This means testing different ad formats, targeting options, and messaging to see what resonates best with your audience. You should also regularly review your performance metrics to identify areas for improvement.

Targeting the Right Audience

Targeting the right audience is critical to improving your ROAS. You should segment your audience based on demographics, interests, and behaviors to create personalized ads that speak directly to their needs and preferences. You can also use retargeting to re-engage users who have already shown interest in your products.

A/B Testing Your Ad Creatives

A/B testing can help you identify which ad creatives are most effective at driving conversions and revenue. Try testing different images, headlines, and calls-to-action to see what resonates best with your audience.

Common ROAS Mistakes to Avoid

Focusing Solely on ROAS

While ROAS is an important metric to track, it's not the only metric that matters. You should also consider metrics like customer lifetime value (CLV) and customer acquisition cost (CAC) to ensure that your advertising campaigns are sustainable in the long term.

Ignoring Customer Lifetime Value (CLV)

CLV measures the total value a customer brings to your business over time. By focusing solely on ROAS, you may miss opportunities to generate more revenue from existing customers. Consider implementing customer retention strategies (such as loyalty programs) to boost your CLV.

Not Considering Attribution Models

Attribution models help you understand how customers interact with your business and which touchpoints are most influential in their decision-making process. By not considering attribution models, you may be attributing revenue to the wrong advertising campaigns and missing out on opportunities to optimize your strategy.


Calculating your ROAS is an important step in optimizing your advertising campaigns and getting more out of your advertising budget on Shopify. By tracking your ROAS and making data-driven decisions, you can improve your ROI and drive more revenue for your business. Remember to regularly review your performance metrics, test new strategies, and consider other metrics like CLV to ensure sustainable growth over time.

Use ThoughtMetric to Calculate Return On Ad Spend (ROAS)

Try ThoughtMetric and start understanding the performance of your e-commerce marketing today.

Sign up for free