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Refund-adjusted ROAS is not LTV ROAS
(Day-0 ROAS − refund-adjusted ROAS) ÷ day-0 ROAS make gap %. Type both.
Pair: Refund-adjusted ROAS gap on Traffic. LTV: LTV vs day-0 ROAS. Spend: spend coverage gap.
What you type
Day-0 ROAS — attributed ROAS before refund cut on that cohort.
Refund-adjusted ROAS — ROAS after refunds hit that same cohort.
Gap % = (day-0 ROAS − refund-adjusted ROAS) ÷ day-0 ROAS × 100. Fix creative / offer when gap % is fat — do not invent a gap chip.
What not to do
Do not invent gap %. Do not mix LTV ROAS into refund-adjusted ROAS. Do not treat platform-vs-modeled as refund cut. Do not average every campaign when one owns the hole.
Related: Traffic, LTV vs day-0 ROAS, spend coverage gap, refund vs ad revenue, NC ROAS refund lag.
Procedure
- Type day-0 ROAS and refund-adjusted ROAS.
- Read gap %.
- Fix creative / offer when gap % is material.
Failure modes
- Inventing gap %.
- Mixing LTV ROAS into refund-adjusted ROAS.
- Treating platform-vs-modeled as refund cut.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Refund-adjusted ROAS gap %
- (Day-0 ROAS − refund-adjusted ROAS) ÷ day-0 ROAS × 100.
Work with us — We run this job on your accounts. Services
FAQ
- Is this LTV vs day-0 ROAS?
- Sibling Hyros grain. [LTV vs day-0 ROAS](/manuals/hyros-ltv-vs-day0-roas) is LTV ROAS − day-0 ROAS in points. This page is (day-0 − refund-adjusted) ÷ day-0.
- Is this spend coverage gap?
- Related attribution hole. [Spend coverage gap](/manuals/northbeam-spend-coverage-gap) is tracked vs platform spend. This page is refund-adjusted ROAS gap.
- What gap % should I invent?
- None. Type day-0 ROAS and refund-adjusted ROAS from the same Hyros window.