ROAS Tracking Spreadsheet: Free Template for eCommerce
Stop relying on platform-reported ROAS. This free spreadsheet template helps you calculate your true, blended ROAS across all your marketing channels, giving you a more accurate picture of your profitability.
Three platforms, three answers, one budget to defend. Your GA4 export already holds the answer, and the first finding is free and never leaves your browser. Get your first finding free
By Joris van Huët, Founder & CEOUpdated 3 min read
Run the numbers for your store: the free break-even ROAS calculator.
The ROAS You See Is Not the ROAS You Get
Add up the revenue Meta, Google and TikTok each report for last month and you'll usually get more than your store took in: each platform counts every sale its ads touched, and some count sales after a view, not just a click. Blended ROAS skips that argument. It's total revenue divided by total marketing spend, from your own Shopify orders and your own ad bills.
Build it in Google Sheets in a few minutes: one row per day, a column for total marketing spend, a column for total revenue, and a third with the formula below. That gives you one efficiency number no platform can inflate.
How to Calculate Blended ROAS
The formula is one line:
Blended ROAS = Total Revenue / Total Marketing Spend
Track it daily, then roll it up by week and month, because single days are noisy. It won't tell you which channel did the work, but none of them can inflate it, which makes it the number to check first. The same ratio also goes by MER: blended ROAS vs MER covers the difference.
Beyond Blended ROAS: The Next Step
Blended ROAS won't tell you which channel is driving the growth; that takes a test or causal inference. Every platform grades its own homework, so the answer has to come from your own numbers. Three things to do with the sheet before you cut a channel:
- Put the platform numbers in proportion. Add up the revenue each platform claims for a week and compare it with that week's revenue in the sheet. If the platforms claim more, the excess is sales counted more than once, not sales you're missing.
- Start from the weeks that worked. Mark the weeks blended ROAS rose and note what changed in spend that week: a new channel, a bigger budget, a paused campaign.
- Test before you cut. Run a simple incrementality test: cut the channel's spend in one region for two weeks, leave the rest alone, and compare revenue. The revenue you lost divided by the spend you saved is a rough incremental ROAS for that channel.
Rule of thumb: if blended ROAS holds at the same spend while a platform's own ROAS drops, the platform lost credit, not sales.
Related Resources
Ad Spend Tracking Template: Monitor All Channels in One Place
Contribution Margin Calculator for ecommerce Marketing
Free ROAS Calculator for ecommerce (With Industry Benchmarks)
Frequently asked questions
Why can't I just trust the ROAS in my ad platforms?
Because each platform reports on itself: it counts every sale its ads touched, some count sales after a view, and none of them checks whether the sale would have happened anyway. Add the platforms up and the total is usually more than you sold. Blended ROAS uses your own revenue and your own spend, so none of them can inflate it.How do I get the data for this spreadsheet?
Spend comes from each ad platform's billing or reporting, revenue from your Shopify orders. Enter both daily, or weekly if daily is too noisy; it takes a few minutes.This seems too simple. Is it really useful?
Yes, because it's the one ROAS no platform can inflate. If it rises, something in your mix is working; if it falls, look there before you trust any single platform's report. It won't tell you which channel did it: for that, test one channel in one region.
Go deeper: Causal attribution, explained.
Sixty-second versions of these ideas: Causality Engine on YouTube Shorts.
Have an audience of ecommerce operators? Earn 20% recurring commission by recommending the €99 read.
Keep reading
Terms in this article
- Ad SpendAd Spend is the total amount invested in advertising campaigns. It is measured against Return on Ad Spend (ROAS) to evaluate campaign effectiveness.
- Causal InferenceCausal inference is the set of methods for estimating how much an outcome changes because of a cause, rather than alongside it. It works by comparing what happened with an estimate of what would have happened without the cause.
- ClickClick is the action a user takes to interact with a digital advertisement, redirecting them to a website or landing page. Clicks are a fundamental metric for measuring ad engagement and a primary input for click-based attribution models.
- IncrementalityIncrementality is the part of an outcome, such as orders or revenue, that a marketing activity caused: the extra results compared with what would have happened without it. It is a causal effect, not the number of conversions credited to a channel.
- RevenueRevenue is the total income generated by the sale of goods or services related to a company's primary operations.
- ShopifyShopify is an ecommerce platform for creating online stores and selling products. Attribution modeling shows which marketing channels drive traffic and conversions within Shopify.