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How do I calculate a blended ROAS for the whole store across Meta, Google and TikTok?

Add up what you spent on every ad platform in the month, in one currency, and divide your store's total sales for that month by it. Sales of 60,000 AED with 12,000 AED spent across Meta, Google and TikTok give a blended ROAS of 5x. It judges your advertising as a whole, not any single campaign.

Published · 3 min read

Why not just add up the platform figures?

Each platform credits itself with the sales it thinks it helped create. A shopper who saw your TikTok ad, then tapped a Meta ad, then searched on Google and bought, can be claimed by all three at once. It is one order in your store and three in the reports.

Take one month with 12,000 AED of total spend:

  • Meta: 6,000 spent, 36,000 attributed, 6x.
  • Google: 4,000 spent, 26,000 attributed, 6.5x.
  • TikTok: 2,000 spent, 16,000 attributed, 8x.
  • Sum of platform claims: 78,000 AED, or 6.5x when divided by 12,000.

Yet the store only sold 60,000 AED that month across every channel, organic visits and returning customers included. The platforms claimed 18,000 more than you sold at all.

Doing it in the calculator

  1. Total the ad invoices from each platform for the month. If they are in different currencies, convert them to one first. The Expense summary generator helps collect these invoices month by month; it keeps each currency in its own total and does not convert between them.
  2. Take total store sales for the same month from your store reports.
  3. Enter 60,000 as revenue and 12,000 as spend in the ROAS calculator: blended ROAS is 5x, and ads took 20% of sales.
  4. Add your margin before ads, say 35%: break-even is 2.86x, and the tool says you are above it with an estimated profit after ads of 9,000.

For comparison, entering the platforms' combined claim of 78,000 with the same margin shows an estimated profit of 15,300. The 6,300 difference is profit that never reached your bank account.

How to read blended ROAS

  • It is a health check on advertising as a whole: did everything you spent on ads this month pay for itself at your margin?
  • It includes organic sales, so in that respect it slightly flatters the ads. If you sell a lot without advertising, keep that in mind.
  • It does not tell you which platform deserves the budget. For that you still need each platform's figures, knowing they overlap.
  • It is good for month-on-month tracking: if blended ROAS falls while the platform numbers rise, overlap is probably growing.

When it helps most

When you advertise on several platforms at once, and when you want one figure to show a partner or investor without an argument about attribution. To analyse each campaign from click to order, use the Campaign performance calculator alongside it.

Common questions

Should store sales include VAT?

Preferably not, with your margin worked out on the same basis. What matters is that the figures stay consistent.

Do agency fees count as spend?

If you want the figure to reflect the full cost of advertising, yes. Just use the same method every month.

Is there a good blended ROAS in general?

We do not give benchmarks. Compare it with the break-even ROAS the calculator shows for your margin.