Key takeaway
Channels do not share one correct ROAS. Prefer your history over generic tables.
Benchmarks start conversations — they are not laws.
What it means
Each channel has different intent and auctions.
Attribution overlap can double-count.
False precision sounds like “industry ROAS is 4.2” with no context.
When you would use it
Budget reallocation across channels.
Explaining prospecting vs retargeting gaps.
How to use the tool
Use the matching TCB Tools page and work top to bottom:
- Export 4–8 weeks by channel.
- Model each in the ROAS Calculator.
- Annotate brand vs non-brand.
- Decide tests, not permanent verdicts.
No account is required. Results update as you type.
Formula / method + worked example
ROAS_channel = revenue ÷ spend.
Search 4.5x vs social 1.5x can both be “right” for roles.
Watch cross-channel journeys.
How to read the result
Retargeting often looks stronger because users already know you.
Prospecting feeds the system.
Planning aid.
Common mistakes
- One global target. Channel-aware targets.
- Blind blog benchmarks. Use baselines.
- Ignoring overlap. Note models.
- Cutting prospecting on last-click alone. Consider funnel roles.
- Tiny samples. Longer windows.
Related ideas
Use the ROAS Calculator; read What is ROAS.
Holdouts beat arguments at large budgets.
If you are new, read once for the story, then again for the clicks you will make.
Write inputs down before changing live budgets or deleting files — calm beats guesswork.
Note the date range, currency or filename so teammates can reproduce the result.
Interactive math and many file jobs run in your browser here; treat outputs as planning aids, not certified professional advice.
When a result looks too good, recheck definitions: units, filters and windows hide surprises.
Practice with example numbers first, then replace them with trusted exports.
Small disagreements between systems are often rounding or filters — investigate before panicking.
Consistent naming, windows and currencies beat clever one-off spreadsheets.
Operators who revisit channel ROAS weekly catch drift earlier than teams who only look after emergencies.
Teach one teammate how you measure channel ROAS; shared definitions prevent quiet disagreement.
Bookmark the guide and the tool together so beginners always have both the why and the workspace.
When unsure about channel ROAS, reduce scope: one campaign, one file, one list — prove the method, then scale.
Screenshots of inputs beside outputs speed audits when someone questions channel ROAS.
If leadership wants only a headline, still keep working notes for channel ROAS in your own folder.
Seasonality and promotions change channel ROAS; annotate the calendar when comparing periods.
Automation helps, but a human still owns success criteria for channel ROAS.
Revisit assumptions about channel ROAS after tool, tracking or pricing changes.
A short checklist for channel ROAS beats relying on memory during busy weeks.
Holdouts beat arguments at large budgets.
If you are new, read once for the story, then again for the clicks you will make.
Write inputs down before changing live budgets or deleting files — calm beats guesswork.
Note the date range, currency or filename so teammates can reproduce the result.
Interactive math and many file jobs run in your browser here; treat outputs as planning aids, not certified professional advice.
When a result looks too good, recheck definitions: units, filters and windows hide surprises.
Practice with example numbers first, then replace them with trusted exports.
Small disagreements between systems are often rounding or filters — investigate before panicking.
Consistent naming, windows and currencies beat clever one-off spreadsheets.
Operators who revisit channel ROAS weekly catch drift earlier than teams who only look after emergencies.
Teach one teammate how you measure channel ROAS; shared definitions prevent quiet disagreement.
Bookmark the guide and the tool together so beginners always have both the why and the workspace.
When unsure about channel ROAS, reduce scope: one campaign, one file, one list — prove the method, then scale.
Screenshots of inputs beside outputs speed audits when someone questions channel ROAS.
If leadership wants only a headline, still keep working notes for channel ROAS in your own folder.
Seasonality and promotions change channel ROAS; annotate the calendar when comparing periods.
Automation helps, but a human still owns success criteria for channel ROAS.
Revisit assumptions about channel ROAS after tool, tracking or pricing changes.
A short checklist for channel ROAS beats relying on memory during busy weeks.
Holdouts beat arguments at large budgets.
If you are new, read once for the story, then again for the clicks you will make.
Write inputs down before changing live budgets or deleting files — calm beats guesswork.
Note the date range, currency or filename so teammates can reproduce the result.
Interactive math and many file jobs run in your browser here; treat outputs as planning aids, not certified professional advice.
When a result looks too good, recheck definitions: units, filters and windows hide surprises.
Practice with example numbers first, then replace them with trusted exports.
Small disagreements between systems are often rounding or filters — investigate before panicking.
Consistent naming, windows and currencies beat clever one-off spreadsheets.
Operators who revisit channel ROAS weekly catch drift earlier than teams who only look after emergencies.
Teach one teammate how you measure channel ROAS; shared definitions prevent quiet disagreement.
Bookmark the guide and the tool together so beginners always have both the why and the workspace.
When unsure about channel ROAS, reduce scope: one campaign, one file, one list — prove the method, then scale.
Screenshots of inputs beside outputs speed audits when someone questions channel ROAS.
If leadership wants only a headline, still keep working notes for channel ROAS in your own folder.
Seasonality and promotions change channel ROAS; annotate the calendar when comparing periods.
Automation helps, but a human still owns success criteria for channel ROAS.
Revisit assumptions about channel ROAS after tool, tracking or pricing changes.
A short checklist for channel ROAS beats relying on memory during busy weeks.
Holdouts beat arguments at large budgets.
If you are new, read once for the story, then again for the clicks you will make.
Write inputs down before changing live budgets or deleting files — calm beats guesswork.
Note the date range, currency or filename so teammates can reproduce the result.
Interactive math and many file jobs run in your browser here; treat outputs as planning aids, not certified professional advice.
Try the tools
Model each channel in the ROAS Calculator.
