ROAS measures the revenue generated per dollar of advertising spend. Formula: Revenue from Ads ÷ Ad Spend. A ROAS of 4 means you get $4 back for every $1 spent. ROAS is most meaningful for e-commerce and direct-response campaigns where revenue is directly attributable. For B2B SaaS with long sales cycles, ROAS is harder to calculate but you can track pipeline-influenced ROAS or pipeline per dollar spent.
For example, if you spend $10,000 on Facebook ads and directly attribute $40,000 in revenue to those campaigns, your ROAS is 4x — but in B2B, be careful that you're attributing revenue correctly across a multi-month sales cycle.
We track ROAS across paid channels for clients and help build attribution models that account for B2B's multi-touch, long-cycle reality.
Relevant Cactus Services
We implement Return on Ad Spend (ROAS) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Demand Generation
Demand gen is the full-funnel marketing strategy designed to create awareness, generate interest, and drive pipeline for your product.
Lead Generation
Lead gen is the tactical activity of capturing contact information from potential buyers — gated content, webinar registrations, demo requests, contact forms.
Account-Based Marketing (ABM)
ABM flips traditional demand gen: instead of casting wide and filtering, you identify a list of specific target accounts and run personalized marketing just at them.
Intent Data
Intent data tells you which companies are actively researching topics related to your product — reading articles, comparing vendors, downloading relevant content — even before they fill out a form on your site.
Dark Social
Dark social refers to the sharing and discovery that happens in private channels — Slack communities, DMs, WhatsApp groups, private Discord servers, word-of-mouth — that attribution tools can't track.
Customer Acquisition Cost (CAC)
CAC is the total cost to acquire a new customer, including all sales and marketing spend.