Revenue generated per dollar of ad spend, measured at different time intervals after the ad interaction. Formula: Revenue ÷ Spend. A ROAS of 2:1 means $2 earned for every $1 spent. Statuses: healthy, unhealthy, critical, excellent.

ROAS calculated for a specific platform, used to compare efficiency across channels and guide budget allocation.

Total revenue divided by total users over a period. Shows how much each user generates on average. Used to benchmark against eCPI.

Revenue divided by only the users who made a purchase. A more focused monetization metric than ARPU.

Total revenue a user is expected to generate over their entire relationship with the app. The key metric for justifying acquisition costs — ideally LTV should significantly exceed eCPI.

The percentage of a user's total spending in a category that goes to your app. Formula: Your App Spend ÷ Total Category Spend × 100. Indicates loyalty and competitive positioning.

Revenue minus Gross Spend. The bottom-line measure of whether a campaign is making or losing money.

Profit as a percentage of revenue. Formula: (Revenue − Spend) ÷ Revenue × 100. Reflects how efficiently each revenue dollar is earned.