How to evaluate a ROAS improvement
Measurement guide · Updated October 17, 2026
Define the comparison
Use comparable periods, currencies, attribution windows and net revenue definitions. Separate platform-attributed revenue from total store revenue.
Check the arithmetic
A change from 2.5× to 3.5× ROAS is a 40% relative increase. This is a calculation example, not a Bustly customer result. If revenue increased 18% over the same period and ROAS increased 40%, ad spend would have fallen about 15.7%, assuming identical revenue and spend definitions.
Check the business outcome
Review contribution margin, refunds, new customers and total spend alongside ROAS. Seasonal demand, pricing and attribution changes can affect the result. A before-and-after comparison alone does not prove that one tool caused the improvement.
Evidence for a customer story
A publishable case needs source records, a defined time period, comparable metrics and the customer’s approval of their identity and results.
