What Is ROAS in eCommerce?
ROAS stands for Return on Ad Spend, a metric used to evaluate how effectively your advertising investment generates revenue. It’s a straightforward ratio that tells you how much revenue your business earns for each dollar spent on advertising.
The formula is simple:
ROAS = Revenue from Advertising / Total Advertising Costs
If your eCommerce business earns $5,000 from a campaign that costs $1,000 to run, your ROAS is 5:1. This means for every $1 spent on advertising, you made $5 in return.
Understanding and tracking this ratio is essential for making informed, data-backed decisions about scaling, optimizing, or pausing campaigns.
Why ROAS Matters More Than Ever
Digital advertising budgets are increasing each year, and so are customer acquisition costs. Without a clear understanding of what each campaign brings back in revenue, businesses risk overspending and underperforming. ROAS offers a tangible connection between effort and outcome.
Where metrics like click-through rate or impressions provide insight into visibility, ROAS cuts through the noise by tying campaign spend directly to sales results. It becomes the go-to metric for:
- Measuring the effectiveness of your marketing campaigns
- Identifying profitable advertising channels
- Budget allocation and forecasting
- Justifying continued or increased ad spend
Especially in eCommerce, where margins can be tight and competition fierce, tracking ROAS gives a clear picture of which campaigns are contributing to your bottom line.
ROAS vs ROI: Understanding the Difference
Although ROAS and ROI (Return on Investment) both measure performance, they do so from different perspectives. ROI considers all costs and profit associated with a campaign or business decision, while ROAS focuses specifically on advertising spend.
ROAS is calculated using gross revenue, not net profit, and does not account for product cost, shipping, or operational expenses. ROI includes all costs, giving a fuller picture of profitability. While both metrics are important, ROAS is often more useful for campaign-level decisions where the focus is on revenue generation from specific ads.
In short:
- Use ROAS to assess campaign-level performance
- Use ROI to evaluate business-wide financial health
What’s Included in Ad Spend?
When calculating ROAS, many businesses make the mistake of including only the direct cost of ads. This often leads to inflated numbers and misleading results. To calculate an accurate ROAS, your total ad spend should include all associated costs tied to campaign execution.
These costs can include:
- Platform ad spend (Google, Facebook, etc.)
- Third-party agency or consultant fees
- Salaries of internal marketing staff focused on ad campaigns
- Affiliate commissions and partner payouts
- Creative production costs (videos, images, copywriting)
Failing to include these elements can lead to decisions based on faulty assumptions, especially when comparing performance across platforms or campaigns.
How to Accurately Track Revenue Attributed to Ads
Getting the revenue side of the equation right is just as important. For campaigns tied directly to product sales through platforms like Shopify, WooCommerce, or Magento, you can usually integrate tracking systems that provide near real-time insights.
However, not all conversions are easy to track. Multi-touch customer journeys, assisted conversions, and delayed purchases can distort attribution. To address this, you should:
- Use UTM parameters consistently for all ads
- Enable conversion tracking in Google Ads, Facebook Ads, and analytics tools
- Leverage post-purchase surveys to validate attribution
- Use a first-click or multi-touch attribution model, not just last-click
The goal is to ensure you’re attributing revenue to the correct channels and campaigns so that ROAS remains accurate and actionable.
Industry Benchmarks: What Is a Good ROAS?
There’s no universal ROAS that guarantees success across every business or industry. What’s considered a good ROAS varies depending on your operating costs, product margins, and business model. That said, here are some general benchmarks often cited in eCommerce:
- 4:1 is considered strong (you earn $4 for every $1 spent)
- 2:1 may be acceptable for startups or brand-building campaigns
- 10:1 is outstanding but typically short-lived or limited to niche campaigns
The key is aligning your ROAS target with your profit margins. For example, if your profit margin is 25%, a ROAS of 4:1 gives you a 25% net return after ad costs.
When a Lower ROAS Is Still Valuable
In some cases, a lower ROAS is not a sign of failure—it can be a strategic choice. For example, when launching a new product or entering a new market, your initial campaigns might prioritize awareness and traffic over immediate sales.
Other situations where a lower ROAS might still be acceptable include:
- Long customer lifetime value (LTV): If your customers typically make repeat purchases, a lower ROAS on first-time purchases can be worthwhile.
- High-value products: Products with long sales cycles may generate lower short-term ROAS but high long-term ROI.
- Retargeting campaigns: These may have low direct ROAS but contribute indirectly to higher converting traffic.
The trick is knowing your business’s tolerance for early losses and the longer-term profitability outlook.
Importance of Setting ROAS Goals by Campaign Type
Not all campaigns are created equal. Your ROAS expectations should vary depending on the objective of each campaign. Awareness campaigns, for instance, are unlikely to deliver a high ROAS immediately but are essential for long-term brand equity.
Consider assigning different ROAS targets for the following:
- Prospecting campaigns: These introduce your brand to new audiences and often have lower ROAS
- Retargeting campaigns: These focus on users who’ve already interacted with your site and usually have higher ROAS
- Branded search campaigns: These target users already familiar with your brand and deliver efficient conversions
- Upsell/cross-sell campaigns: These can have strong ROAS due to targeting existing customers
Understanding this hierarchy helps you evaluate campaigns within the correct performance context, instead of applying a blanket ROAS benchmark across all activities.
Segmenting ROAS by Platform
Different advertising platforms have different strengths, and ROAS can vary widely between them. Segmenting ROAS by platform allows you to see where your money is best spent.
Some general trends in eCommerce include:
- Google Search tends to generate high-intent clicks, often yielding a higher ROAS for direct-response campaigns
- Facebook and Instagram offer excellent targeting and visual storytelling but may see varied ROAS depending on creative and audience
- TikTok may deliver strong engagement but might lag in ROAS unless optimized well for impulse buys
- Pinterest tends to perform better for lifestyle and discovery-based purchases
Monitoring ROAS by platform helps you allocate budget to the most profitable channels and fine-tune creative strategies.
How to Improve Your ROAS Without Raising Spend
Improving ROAS doesn’t always require a bigger budget. Small changes in your ad targeting, creative, or landing page can lead to meaningful improvements. Here are some high-impact areas to focus on:
Improve Targeting Precision
Ensure your ads reach the right audience by refining your targeting parameters:
- Narrow your demographic targeting based on age, interests, or location
- Use lookalike audiences from your best customers
- Exclude low-performing segments from your campaigns
Precision targeting often leads to higher conversion rates and lower costs per acquisition, both of which improve ROAS.
Enhance Ad Creative Performance
Well-designed creative can improve click-through rates and conversion rates, two key drivers of ROAS. Consider testing:
- Product imagery that highlights key benefits
- Customer testimonials or user-generated content
- Video formats for higher engagement
Run A/B tests continuously to find what resonates best with your target audience.
Optimize Landing Pages
Driving traffic is only half the battle—your website must be ready to convert. Focus on:
- Faster load speeds, especially on mobile
- Simplified checkout processes
- Clear calls-to-action
- Trust elements like reviews, guarantees, and certifications
Small improvements in conversion rate can significantly raise your ROAS without changing your ad spend.
Raise Average Order Value (AOV)
By encouraging customers to spend more per transaction, your revenue increases while your ad cost remains fixed. Try:
- Bundled product offers
- Upsell prompts at checkout
- Free shipping thresholds
- Limited-time discounts for add-ons
Increasing AOV is one of the most overlooked methods of improving ROAS, especially for stores that already have consistent traffic.
Reduce Cart Abandonment
Cart abandonment directly lowers ROAS by increasing wasted ad spend. You can counter this by:
- Sending cart recovery emails
- Offering instant chat support during checkout
- Displaying trust signals near payment options
- Simplifying the purchase path
The fewer obstacles your customers encounter, the higher your chances of converting paid traffic into revenue.
Navigating the Complexities of Cross-Border Advertising
Expanding your eCommerce business beyond domestic borders opens up access to new customer bases, diversified revenue streams, and long-term growth potential. But with this opportunity comes increased complexity—especially when it comes to managing Return on Ad Spend across international markets.
While calculating ROAS for domestic campaigns is relatively straightforward, going global introduces variables that require deeper analysis, localized strategies, and a flexible approach to measurement. We will explore the challenges of managing international ROAS, what factors influence cross-border campaign performance, and how to approach expansion while maintaining profitability.
The Unique Challenges of International ROAS
When you start advertising in foreign markets, you quickly realize that success in one region doesn’t automatically translate to another. Each country has its own consumer behavior, competitive landscape, regulatory environment, and cost structure.
These differences can significantly impact how your ads perform and what kind of ROAS you can expect. A 4:1 return in your home market may drop to 2:1 internationally, especially during the early phases of market entry. Understanding these nuances is crucial to interpreting your data correctly and avoiding premature conclusions about campaign viability.
Common challenges include:
- Language barriers and localization issues
- Cultural preferences that affect messaging and design
- Varying cost-per-click rates depending on local demand
- Exchange rate fluctuations impacting both costs and revenue
- Legal restrictions on advertising or data use
- Differences in sales tax, shipping, and return policies
Rather than treating international markets as extensions of your domestic audience, it’s essential to analyze ROAS within the specific context of each target country.
Localization: The Foundation of International Ad Performance
One of the first steps in improving international ROAS is localization. Localization is more than just translating text; it involves tailoring your entire brand experience—including visuals, messaging, product selection, and customer service—to fit the cultural and linguistic expectations of each market.
Localized advertising helps increase engagement and trust. Ads written in the native language with culturally relevant imagery perform better, especially when paired with localized landing pages and checkout experiences.
For instance:
- A discount-based message may perform well in North America but could feel pushy in some European countries
- Color choices that evoke positivity in one culture may carry negative connotations elsewhere
- Payment preferences differ widely—some regions rely on credit cards, others prefer bank transfers or mobile wallets
Incorporating localization across your funnel—from ad copy to post-purchase emails—directly contributes to higher conversion rates and better ROAS.
How Currency and Exchange Rates Affect ROAS
When calculating ROAS internationally, one of the most overlooked variables is currency conversion. If your ad spend is in one currency and your revenue is collected in another, fluctuating exchange rates can skew your metrics and obscure the real return.
For example, if you run ads in the UK priced in GBP but collect revenue in USD, a sudden shift in the exchange rate could affect your apparent profitability even if your campaign performance remains unchanged.
Key considerations include:
- Adjusting revenue calculations to match the currency of ad spend
- Accounting for cross-border transaction fees
- Tracking exchange rate trends in your reporting tools
- Using consistent baseline currency when comparing across markets
By normalizing your data and clearly separating currency impact from campaign performance, you can make more informed decisions.
Understanding Market-Specific CPC and CPM Rates
Cost-per-click (CPC) and cost-per-thousand-impressions (CPM) vary significantly from country to country. These rates depend on multiple factors including competition, population density, purchasing power, and platform penetration.
For example:
- High-income countries with developed eCommerce sectors often have higher CPCs due to advertiser demand
- Emerging markets may offer cheaper ad costs but can have lower conversion rates or smaller basket sizes
- Regions with intense digital competition may require greater investment for visibility
This variability means that a good ROAS in one market might look very different from another. It’s crucial to avoid applying uniform expectations across regions and instead analyze performance relative to each market’s economic and digital conditions.
Conversion Rates and the Role of UX Localization
Even if your ads attract clicks at a reasonable cost, poor user experience on your site can destroy your ROAS. Users are far more likely to abandon the buying process if they encounter:
- Unfamiliar currencies or tax structures
- Poorly translated content
- Slow website speeds, especially on mobile
- Payment methods not supported in their region
- Delivery delays or high international shipping fees
Optimizing for international conversion involves ensuring your entire shopping experience feels native to the user. That includes offering pricing in local currency, shipping estimates in local timeframes, and customer support in their preferred language. Improved site experience not only raises your conversion rate but also enhances average order value and customer lifetime value—both key contributors to stronger ROAS.
Factoring in International Fulfillment Costs
Logistics play a major role in the profitability of international campaigns. Unlike domestic sales, which often benefit from local warehousing and fast shipping, international fulfillment usually involves higher costs and longer delivery times.
These additional expenses reduce your margins, which in turn means you need a higher ROAS to remain profitable. For example:
- Higher shipping fees lower your net revenue per order
- Customs duties and import taxes must be accounted for in pricing
- Return rates may increase if customers are dissatisfied with shipping times
When evaluating ROAS, ensure your calculation considers fulfillment costs. A campaign that looks promising based on gross revenue might actually be a loss once logistics are factored in.
Advertising Platform Differences Across Regions
Ad platforms are not used uniformly around the world. While Google and Facebook dominate in many Western markets, alternatives like Baidu, TikTok, LINE, or Naver may be more effective elsewhere.
Before launching international campaigns, consider platform popularity and performance in your target market:
- Search advertising may perform better in countries with high digital search literacy
- Social platforms vary by region; for instance, Facebook may have limited reach in some Asian countries
- Local influencers and affiliate networks can supplement paid ads and drive traffic cost-effectively
Choosing the right platform and adjusting your strategy to local behaviors will help you reach the right audience and maximize your ad returns.
Evaluating ROAS with Longer Sales Cycles
In international markets where brand awareness is low, customer decision-making tends to take longer. This extended consideration period can reduce short-term ROAS and create the illusion of campaign underperformance.
Keep in mind that:
- It may take multiple ad impressions for a new customer to trust your brand
- Longer shipping times can delay purchases and impact tracking windows
- Time zone differences can affect same-day conversions
Adjust your attribution models to account for these delays. For example, using a 30-day conversion window rather than a 7-day window can provide a more accurate picture of ROAS in slower-moving markets.
How to Structure Campaigns for Global Reporting
As your eCommerce business scales internationally, managing your campaigns in a unified and transparent way becomes critical. Without a clear campaign structure, analyzing ROAS across markets can be chaotic and misleading.
Here are some best practices:
- Segment campaigns by country or region for easier performance comparisons
- Use consistent naming conventions across platforms
- Group ads by language and product line to simplify creative optimization
- Set up separate conversion tracking and analytics views per market
By creating a scalable campaign framework, your team can quickly identify underperforming regions, allocate budget more efficiently, and respond faster to performance trends.
Setting ROAS Goals for New Markets
Launching in a new market should be approached with realistic expectations. While your domestic campaigns might consistently deliver a ROAS of 5:1, expecting the same results during the first month in a new region can lead to disappointment.
During the early stages of entry:
- Consider using lower ROAS thresholds temporarily as you build data
- Focus on engagement and brand recognition metrics alongside sales
- Use small test budgets to validate demand before scaling
As you collect more data, you can gradually increase your ROAS targets and make informed decisions about whether to invest more heavily or pivot your strategy.
Leveraging Lifetime Value (LTV) to Justify Lower ROAS
In new markets, many eCommerce businesses choose to accept lower short-term ROAS with the understanding that customer lifetime value will eventually justify the initial acquisition costs.
To implement this approach effectively:
- Track customer repeat purchase behavior by region
- Calculate average customer value over 3, 6, or 12 months
- Adjust your initial ROAS expectations accordingly
If your data shows that international customers tend to buy multiple times or refer friends, a lower ROAS on the first order may still be highly profitable over time.
ROAS Pitfalls to Avoid in International Campaigns
Expanding globally without adjusting your ROAS strategy can lead to missed opportunities and financial inefficiencies. Avoid these common mistakes:
- Using one-size-fits-all creative across diverse markets
- Failing to account for local taxes, fees, and shipping costs
- Misattributing conversions due to incorrect tracking setups
- Ignoring cultural nuances in messaging and offers
- Overreacting to short-term underperformance without understanding the market context
Instead, treat each region as a unique business unit, with its own goals, metrics, and performance expectations. This mindset enables more accurate measurement and better decision-making.
Strategies to Maximise Return on Ad Spend in Global eCommerce
Once your eCommerce brand begins running international advertising campaigns, the next major challenge is achieving sustainable performance across diverse markets. Measuring ROAS is only the starting point. The real value lies in identifying where to improve, how to scale what works, and how to increase profitability without increasing risk.
We focus on the strategic and tactical levers you can use to optimise ROAS across borders. These include campaign refinement, customer experience improvements, pricing strategy, and operational efficiencies. By the end of this section, you’ll be equipped with techniques to push beyond data observation and into active performance scaling.
The Three Dimensions of ROAS Optimisation
To improve ROAS, you must understand the three primary dimensions that affect it:
- Traffic quality and acquisition costs
- Conversion rate and user experience
- Average order value and customer lifetime value
Changes in any of these areas directly impact the return you receive from your ad spend. For example, cutting your cost per click by 20 percent while maintaining conversions will immediately boost ROAS. Similarly, increasing your average order value by 10 percent yields a higher return without additional advertising expense. A successful optimisation approach addresses all three dimensions at once, not just one in isolation.
Refining Your Audience Targeting for International Markets
Audience targeting is the foundation of effective advertising. Poor targeting wastes spend and dilutes your ROAS, especially in foreign markets where brand familiarity may be low.
Key ways to refine targeting internationally:
- Use geo-targeting at the city or region level rather than broad countrywide campaigns. Consumer behavior often varies within countries.
- Segment audiences by language preferences, not just location. Many countries are multilingual.
- Build lookalike audiences based on your top-performing international customers instead of relying solely on domestic models.
- Leverage interests and cultural markers specific to each region to personalise targeting.
Continually testing and updating your targeting strategy as you gain more international data ensures your budget is directed toward the most responsive users.
Improving Ad Creative for Local Appeal
Your ad creatives should never follow a one-size-fits-all approach. Local markets respond to different visuals, formats, and messaging styles. International ROAS often suffers when ads lack cultural relevance.
Strategies for better local ad performance include:
- A/B testing different languages, image styles, and value propositions within each market
- Using region-specific imagery, landmarks, or holiday references in your visuals
- Highlighting country-specific shipping or promotions in the ad copy
- Adjusting tone and formality based on cultural preferences (e.g., informal tone in North America, formal in parts of Asia)
Even simple adjustments like using the correct local currency symbol or aligning design with cultural color preferences can significantly increase click-through and conversion rates.
Reducing Cost Per Click Through Optimization
Lowering your cost per click allows you to get more traffic for the same budget. This can improve ROAS even if your conversion rate and AOV remain steady.
Here are ways to reduce CPC while maintaining quality traffic:
- Improve your ad relevance and quality score on paid search platforms. High-quality scores lead to lower bid prices.
- Test long-tail keywords with lower competition and higher intent
- Use negative keywords to filter out irrelevant traffic
- Focus on mobile-optimized ad placements in mobile-first regions
- Shift spend to more affordable platforms or channels in each market
Over time, consistent CPC improvement across campaigns can compound into major gains in efficiency and return.
Boosting On-Site Conversion Rates for Global Audiences
Driving traffic is only half the equation. Once users reach your site, converting them efficiently is key to maximising ROAS.
Common friction points that reduce international conversion rates include:
- Websites that are not fully translated or culturally localised
- Inability to browse or pay in local currency
- Unexpected taxes or duties at checkout
- Lack of clarity about delivery times and return policies
- Slow load times, especially for mobile users in low-bandwidth regions
To address these issues, invest in:
- High-quality website translations and country-specific landing pages
- Auto-detection and display of local pricing, taxes, and shipping
- Transparent checkout pages showing total costs before final payment
- Simplified forms and localised payment methods like regional e-wallets
The smoother the experience, the less likely shoppers are to drop off—and the stronger your ROAS becomes.
Increasing Average Order Value Without Increasing Traffic
Higher average order values allow you to extract more revenue per customer, boosting ROAS without increasing spend. This strategy is particularly effective in competitive markets with high advertising costs.
Tactics to increase AOV include:
- Product bundles and volume discounts that encourage larger purchases
- Cross-selling and upselling complementary items during the checkout process
- Threshold-based offers such as free shipping above a certain order value
- Loyalty points or discount tiers that encourage bigger single orders
Tailor these offers by region. For example, in markets where shipping is costly, free delivery incentives are particularly persuasive.
Encouraging Repeat Purchases to Strengthen ROAS Over Time
While ROAS is typically viewed as a short-term metric, its impact is magnified when you consider the lifetime value of customers acquired through advertising. Converting a one-time shopper into a repeat customer multiplies the value of your initial investment.
To encourage repurchase from international customers:
- Create post-purchase email flows in the customer’s preferred language
- Offer time-sensitive discounts for second purchases
- Promote region-specific events or sales tied to local holidays
- Provide top-tier support to build trust and reduce friction
By tracking repeat purchase rates in each region and comparing them to initial ROAS, you can develop a more complete understanding of long-term profitability.
Leveraging Automated Rules and Bid Strategies
Manual campaign management becomes inefficient as you scale across multiple markets. Automation tools can help improve ROAS by optimising bids, budgets, and placements in real time based on performance.
Examples of useful automations include:
- Bid adjustments based on time of day or device performance
- Budget reallocation toward higher-performing regions or audience segments
- Pausing underperforming ads after a set threshold
- Automated rules for testing creatives or rotating offers
Make sure automation settings reflect market-specific variables. A rule that works in one country may not translate well elsewhere due to different engagement patterns or time zones.
Using Conversion Rate Data to Guide Creative Decisions
Instead of relying solely on ad performance metrics like CTR, evaluate how different creatives affect conversion once users land on your site. A creative that drives cheap clicks but fails to convert leads to poor ROAS.
Steps to apply conversion-focused creative testing:
- Tag creatives within your analytics platform to track post-click behavior
- Compare conversion rates across creatives within the same region
- Identify visual or messaging trends among the top-converting ads
- Use this insight to inform future design and messaging strategies
This method ensures that your creative development is driven not just by traffic performance, but by actual revenue contribution.
Scaling Winning Campaigns While Controlling Costs
When a campaign performs well in a particular market, the natural response is to scale. But without a clear strategy, scaling can quickly lead to diminishing returns and lower ROAS.
Best practices for scaling without eroding profitability:
- Increase budget gradually while monitoring cost efficiency
- Replicate successful campaigns in similar markets with localized adjustments
- Test new audience segments related to your best converters
- Allocate funds toward best-performing platforms instead of uniformly increasing spend
Sustainable scaling is about depth and efficiency, not just budget volume.
Avoiding Over-Reliance on Single Channels
Many eCommerce brands begin international campaigns using a single advertising platform. While this is an effective way to test market response, it can create long-term risk and hinder ROAS growth.
Diversify your advertising mix by:
- Running test campaigns on secondary platforms like marketplaces or regional networks
- Adding influencer or affiliate partnerships to support paid campaigns
- Using email and organic content to supplement ad-driven traffic
A diverse acquisition strategy provides more data, reduces reliance on one channel’s algorithm changes, and supports more consistent ROAS across the business.
Mapping ROAS Goals to Business Objectives
Not every campaign should aim for the same ROAS. In fact, the most effective businesses define different ROAS targets based on their growth stage, product margin, and strategic goals in each market.
Examples:
- High-ROAS campaigns to drive immediate profitability in mature markets
- Lower-ROAS campaigns for brand awareness in new regions
- Break-even campaigns aimed at acquiring customers with strong lifetime value potential
Customising your ROAS expectations gives your team the flexibility to pursue growth without holding all markets to the same profitability standard.
Improving Profit Margins to Strengthen ROAS
ROAS improvement doesn’t always have to come from the advertising side. Operational changes that increase profit per order have a direct positive effect on your ad returns.
These might include:
- Negotiating better shipping rates or warehousing partnerships
- Sourcing more cost-effective materials or suppliers
- Reducing transaction or platform fees through payment optimisations
- Consolidating ad spend with tools that lower international payment costs
When margins increase, even campaigns with steady performance yield better ROAS. This is especially valuable in high-cost markets where CPCs and CPMs are unlikely to drop significantly.
Tracking the Right Metrics to Support ROAS Decisions
To effectively optimize ROAS, you need visibility into the metrics that matter most. This requires a clear reporting framework tailored to international operations.
Important data points include:
- Campaign-level ROAS per country or region
- Conversion rate by device and landing page language
- Average order value by currency and location
- Cost breakdown by acquisition, fulfillment, and payment processing
- Repeat purchase rate by campaign and country
Regular performance reviews, ideally segmented by market, allow your team to act on trends and refine strategy quickly.
Conclusion
Maximising your Return on Ad Spend across international markets isn’t about chasing vanity metrics or copying domestic strategies. It requires a structured, data-led approach that respects the unique demands of each market, aligns with your business model, and evolves as you grow.
You’ve now explored how to accurately calculate ROAS and why it’s a foundational metric for understanding advertising efficiency. You’ve seen how international ROAS differs from local performance, shaped by factors like currency fluctuations, cultural differences, competition levels, and operational complexity. Most importantly, you’ve uncovered practical strategies to improve performance—from refining ad targeting and localisation to enhancing user experience, raising average order value, and scaling campaigns intelligently.
The reality is that advertising in global markets comes with challenges. But with the right systems in place, it also unlocks massive opportunity. ROAS gives you the clarity to identify what’s working, what’s not, and where to invest next. It empowers you to allocate budget more effectively, reduce waste, and grow your eCommerce business with confidence.
As your brand expands into new regions, continue to use ROAS as both a performance indicator and a strategic compass. Keep testing, localising, and iterating. When combined with a broader focus on customer lifetime value and operational efficiency, ROAS becomes more than just a metric—it becomes a roadmap to profitable international growth.
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