Keep scope aligned
Campaign spend and attributed outcomes must use the same location and report period. A location with shared ad accounts can still have different revenue truth because payments are location-owned.
Core metrics
| Metric | Definition |
|---|---|
| Spend | Ad-platform spend in the selected report scope |
| Leads | CRM leads attributed to the campaign evidence |
| Members | Counted paid-member acquisitions |
| Attributed revenue | Net counted-band revenue credited to the campaign |
| ROAS | Attributed revenue divided by spend; blank when spend is not computable |
| Cost per lead | Spend divided by attributed leads; blank without a valid denominator |
Interpret with coverage
A low ROAS can reflect genuine poor performance, missing payment data, or incomplete tracking. Check connection health and coverage before making a budget decision. A high ROAS with very little spend or one conversion also deserves a wider date range.