Real ROAS: CRM revenue over spend

The ROAS that Meta Ads and Google Ads show uses the conversion the platform itself measures (a pixel, a purchase event). Relator's real ROAS divides the revenue from deals won in the CRM by the media spend. It's the number that tells you whether the media really paid off, including sales that close days after the click, by phone or through a salesperson.

Before you start

• Connect the client's CRM (HubSpot or RD Station CRM) and at least one paid media platform (Meta Ads or Google Ads).
• With RD Station CRM, also connect RD Station Marketing, which stores the leads' source.
• Real ROAS is available on every active plan, free trial included. Once the trial expires, it's unavailable until you subscribe.
• Wait for the first sync of every source.

The math, with an example

• Spend (Meta Ads + Google Ads)

  Value in the month

  R$ 40,000.00

• Revenue from won deals linked to campaigns

  Value in the month

  R$ 152,000.00

• Won deals linked to campaigns

  Value in the month

  19

• Real ROAS (revenue ÷ spend)

  Value in the month

  3.8×

• Real CPA (spend ÷ won deals)

  Value in the month

  R$ 2,105.26

Only deals that are won and closed within the period count, in the client's time zone. Revenue is the deal amount in the CRM. Deals that can't be linked to any campaign go into a No attribution row: they show up, but they don't inflate any channel's ROAS.

Where to see real ROAS

1. 1
   Step 1

   Open the client's CRM

   In the sidebar, click CRM and scroll to the Lead source × paid media card.

2. 2
   Step 2

   Compare by channel

   In By channel, each row shows Spend, Revenue, Deals and ROAS for Google Ads, Meta Ads, Other sources (UTM) and No attribution. The footer sums up the period's ROAS and how many deals were left without attribution.

   Illustrative screen

   Korra/CRM

   Ask RelatorAIPT

   CRM

   By channel1

   By campaign2

   Lead source × paid media

   Channel	Spend	Revenue	Deals	ROAS
   Google Ads	R$ 22,000.00	R$ 96,000.00	12	4.4×
   Meta Ads	R$ 18,000.00	R$ 56,000.00	7	3.1×
   Other sources (UTM)	R$ 0.00	R$ 9,000.00	1	—
   No attribution	R$ 0.00	R$ 27,300.00	4	—

   3

   Blended ROAS: 3.8× · 4 deals without attribution.

   4

   1. 1By channel adds up Google Ads, Meta Ads, other UTMs and no attribution.
   2. 2By campaign opens the same math campaign by campaign.
   3. 3The table with spend, revenue, deals and ROAS per row.
   4. 4The footer with the period's ROAS and the deals without attribution.

3. 3
   Step 3

   Drill down to the campaign

   Click By campaign to see which campaigns brought revenue. Campaigns with spend and no deals show zero revenue, which helps you decide what to pause.

4. 4
   Step 4

   Ask RelatorAI

   RelatorAI also calculates real ROAS and answers questions like “which campaign had the best real ROAS in September?”. See what RelatorAI does.

Why real ROAS differs from the platform's

• The platform counts the pixel conversion; Relator counts the deal closed in the CRM

  Effect

  A lead that didn't buy doesn't enter real ROAS

• Sales closed offline or days later

  Effect

  They count in real ROAS; often they don't count in the platform's

• Deals without UTM or gclid

  Effect

  They go to No attribution and don't add to the channel

• The platform's attribution window

  Effect

  The platform may credit the same sale to more than one click; Relator links each deal to a single campaign

Common problems

• Real ROAS unavailable with “Missing data from: CRM” (or Google Ads, Meta Ads) → connect the missing source and wait for the sync. The Go to Connections button takes you straight there.
• No deals won or spend in the period → no deal closed and no spend in the period. Change the date range.
• High revenue under No attribution → see how attribution works.
• A Meta Ads campaign gets no revenue → the ads' utm_campaign doesn't match the campaign name.