What Is Blended ROAS?

Blended ROAS is one sum. Take all the revenue your store actually took last month, from your own store reporting. Divide it by everything you spent on ads across every platform. That is the number.

Platform ROAS is a different sum with a different question behind it. Google Ads answers "what did the sales I can see coming from me look like against my cost". Meta answers the same question about itself. Neither one can see the other, so both are measuring a slice and calling it a picture.

Add up every platform's reported revenue and it usually comes to more than your store took. That is not a lie, it is double counting. One customer sees a Meta ad on Tuesday, searches your brand on Google on Thursday, and buys. Both platforms claim the sale, because both platforms genuinely touched it.

Blended ROAS cannot double count, because it starts from the money that really landed in your bank. That is its whole advantage, and it is why finance people trust it and channel people find it frustrating. It also cannot tell you which channel to cut, because it deliberately throws that information away.

So run both. Blended tells you whether the business is working. Platform ROAS tells you where to look next. Using either one alone is how accounts get scaled into a loss.

Scaley AI is our own Google Ads product. Scaley Suite reads your Google Ads account every day and tags every SKU by margin and velocity, then waits for your yes before a label goes live. It reports Google spend and Google revenue in one dashboard. Scaley Suite proposes each move with the reason attached and waits for an individual yes before anything moves. Nothing is automatic.

Scaley cannot give you blended ROAS, and that is worth saying out loud. It only sees one channel, and nothing that lives inside one ad platform ever can. If you spend real money on Meta or TikTok as well, the blended number has to come from somewhere that sees all of it. That means your own store reporting plus a spreadsheet, or a dedicated attribution platform built for the job.

The spreadsheet is not a joke, by the way. Revenue from your store's own reports, divided by the total of every ad invoice, once a month. It costs nothing, it cannot double count, and for most stores it is the number that should be deciding the budget.

Blended ROAS = total store revenue ÷ total ad spend on every platform.

A made-up month to show the sum: your store takes $60,000. You spent $10,000 on Google Ads and $5,000 on Meta, so $15,000 in total. $60,000 ÷ $15,000 = a blended ROAS of 4.

Now say Google Ads reports $35,000 of revenue and Meta reports $30,000. That is $65,000, more than the store took. That gap is the double counting the next section explains.

You will see MER, marketing efficiency ratio, used for the same idea. Many teams treat the two as one number: total revenue over total spend. Some put every marketing cost into MER, like agency fees, influencers and tools, and keep blended ROAS for ad spend only.

Neither way is wrong. Pick one definition, write it down, and use it every month, so this month's number can be compared with last month's.

There is no universal good number, because it depends on your margin. Work out your break-even first. If your gross margin is 40%, every $1 of ads needs $2.50 of revenue just to break even, because 1 ÷ 0.40 = 2.5. Anything above 2.5 makes money before other costs. Anything below loses it.

So a 3 can be great for one store and a loss for another. Compare your blended ROAS with your own break-even, not with somebody else's screenshot.