Your Results
| Retargeting projection | Prospecting Projection | |
|---|---|---|
| Impressions | ||
| Clicks | 0 | 0 |
| New Users | N/A | |
| Budget | ||
| Value Return | N/A | |
| Projected ROAS | N/A | |
| Total Budget | ||
| Total ROAS |
Understanding your results
What should you adjust to get your ideal ad spend?
If ROAS is low, you are looking for too many new members to your site and you should be looking for a new user strategy - try reducing your new user CPC using different channels.
What ROAS is good or average for your industry?
This widely varies from industry to Industry. At Finch, our general goal is a minimum 4-5 ROAS (20-25% CPV) to accommodate average cost of goods - but we have clients in the 80-100 ROAS range (1-2% CPV).
How often should you adjust your ad spend?
Weekly check-ins are suggested, but this depends on your sales latency.
Where should excess budget be spent?
Our experts suggest excess budget should be invested in UX and basket increases on-site, while increasing prospecting spend.
What should your ROAS results look like?
A full account positive ROAS is great. But be sure to include your cost of goods in the calculation too.
Still have some ROAS questions?
We’re happy to help! Reach out to us and we’ll send an expert your way on everything from Amazon DSP to Facebook.
Understand the terminology
Average Basket Size
The average order value of your full site gives a standard metric to calculate the total possible value return as standard alongside your conversion rate.
Audience
Unique Users in the geographic area you plan to target from your analytics platform (over a 28-day period).
ROAS - Retargeting
Return on your ad spend for the retargeting (value) aspect of your campaign. Find it by dividing value return by retargeting spend.
New Users - Prospecting
The number of new unique users you can expect to visit your site within your prospecting budget.
Conversion Rate - Retargeting
The total number of unique users as a percentage or take similar action on your site at least once. Can be found in the eCommerce dashboard of Google Analytics.
Impressions
The number of ad inventory spaces bought that your ad will appear in. i.e. the number of times your ad has eyeballs on it.
Clicks
The number of times users have clicked on the ad to reach your desired destination.
Budget
The amount you spend on any aspect of your campaign.
Value Return
The amount of financial return you can expect if your conversion rate and basket size stay consistent.
Projected Retargeting ROAS
The projected ROAS of the retargeting campaign before it's diluted by the prospecting (New User) aspect of the campaign
Total Budget
The total budget of both a new user and value campaign combined.
Total ROAS
The final ROAS of the campaign with both value and new users taken into account - including the dilution effect.
