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Library · Traffic · How to run this

New-customer ROAS with refunds still open

How to run thisTraffic3 steps
CalculatorNC ROAS with refund lag · Calculator lives in the articleOpen

New-customer dashboards show booked NC revenue while refunds are still open. NC ROAS looks fat. Credits post and last week’s ratio was a loan. Lag NC ROAS = (NC revenue − open refund $) ÷ NC spend. We invent no refund rate.

Pair: NC ROAS with refund lag on Traffic. Blended sibling: lag MER. Bid cap: min ROAS.

What you type

NC spend $ — ad spend attributed to new customers for the window.

NC revenue $ — booked new-customer revenue the dashboard still treats as sold.

Open refund $ — credits still inside the refund / alert window on that NC cohort. Type dollars, not a hope %.

Raw NC ROAS = NC revenue ÷ NC spend. Lag NC ROAS = (NC revenue − open refunds) ÷ NC spend. Bid and kill on lag.

What not to do

Do not paste a category refund rate. Do not mix blended MER spend into the NC spend field. Do not treat store credit as a card refund unless it reversed the NC sale you counted. Do not bid platform NC ROAS while the refund window is still open.

Related: Traffic, lag MER, min ROAS, tracker vs CRM vs settled.

Procedure

  1. Type NC spend for the window.
  2. Type booked NC revenue.
  3. Type open refund $. Bid on lag NC ROAS.

Failure modes

  • Pasting a category refund rate.
  • Mixing blended MER spend into the NC spend field.
  • Bidding platform NC ROAS while the refund window is still open.

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

Lag NC ROAS
(New-customer revenue − open refund $) ÷ new-customer spend. Booked NC ROAS before credits post is not lag NC ROAS.

Work with us — We run this job on your accounts. Services

FAQ

Is this lag-adjusted MER?
Sibling shape. [Lag MER](/manuals/refund-lag-mer) is blended booked revenue. This page is new-customer spend and revenue only.
Is this call-close lag ROAS?
No. [Call-close lag](/manuals/call-close-lag-roas) adds delayed call dollars. This page subtracts open refunds from NC revenue.
What refund percent should I assume?
None. Type open refund dollars still inside the NC window.