How to measure the real return on your ad campaigns

Ads Manager says the campaign is winning but your bank account disagrees? Learn true ROAS and how to direct budget with confidence.

The most common line we hear from new clients: 'campaigns bring sales, but I don't feel the profit.' Usually it's because return is measured on the platform's number, not real operating figures.

Platform ROAS lies to you a little

Ad platforms credit themselves with any conversion they touched even once. Instead compute: (tracked revenue − cost of goods − shipping & returns) ÷ ad spend. That's profit ROAS — the one that pays your bills.

• Below 1: the campaign loses — pause and rethink the offer itself
• 1 to 2: roughly break-even — improve targeting and landing page
• Above 3: scale budget gradually in 20% steps

Don't forget lifetime value

If your product gets repurchased, the customer who cost EGP 200 today may buy four times a year. Estimate LTV even roughly — many campaigns 'losing' on first order are very profitable over a year.