Library · Traffic · How to run this
Platform ROAS is not modeled ROAS
Platform revenue and modeled revenue can disagree on the same spend. Gap % = (platform − modeled) ÷ modeled. Type platform revenue $, modeled revenue $, and spend $.
Pair: Platform vs modeled on Traffic. Refund lag: NC ROAS refund lag. Three books: tracker vs CRM vs settled.
What you type
Platform revenue $ — ad-platform / last-touch revenue for the window.
Modeled revenue $ — MTA / modeled revenue on the same window and spend.
Spend $ — ad spend for that window (same definition on both ROAS lines).
Platform ROAS = platform ÷ spend. Modeled ROAS = modeled ÷ spend. Gap % = (platform − modeled) ÷ modeled. Bid on the book you trust — do not invent a ROAS chip.
What not to do
Do not invent a ROAS. Do not mix windows between platform and modeled. Do not treat platform ROAS as contribution. Do not ignore spend when the dollar gap looks small.
Related: Traffic, NC ROAS refund lag, tracker vs CRM vs settled, MER vs contribution.
Procedure
- Type platform-reported and modeled revenue for the window.
- Type spend $ for the same window.
- Bid on the book you trust — do not invent a ROAS chip.
Failure modes
- Inventing a ROAS.
- Mixing windows between platform and modeled.
- Treating platform ROAS as contribution.
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
- Platform vs modeled gap %
- (Platform revenue − modeled revenue) ÷ modeled revenue. Both ROAS lines use the same spend.
Work with us — We run this job on your accounts. Services
FAQ
- Is this NC ROAS refund lag?
- Related book. [NC ROAS refund lag](/manuals/nc-roas-refund-lag) subtracts open refunds. This page is platform-reported vs modeled revenue on the same spend.
- Is this tracker vs CRM vs settled?
- Related three books. [Tracker vs CRM vs settled](/manuals/tracker-vs-crm-vs-settled) is three dollar books. This page is platform vs modeled attribution on one spend line.
- What ROAS should I invent?
- None. Type platform revenue, modeled revenue, and spend from the same window.