You can think of ROAS24 just like ROAS, except only revenue generated in the first 24 hours after an ad click is included.

This is essentially your ROAS on just your frontend sales.

The important thing to keep in mind is that neither ROAS or ROAS24 is tied to any specific customers. It is simply revenue divided by ad cost.

For example, imagine you have a customer who clicked an ad and purchased something from you a few months ago …

Then today they click a different ad to return to your site and buy something.

That revenue that’s generated in the first 24 hours since they clicked the new ad is going to be included in the ROAS24 calculation for that specific set of UTMs.

So we’re not just looking at the first purchase for any specific customer. Both ROAS and ROAS24 and intended to give you an idea of how well your specific ads, ad set, campaigns or traffic sources are performing, and if you have customers who re-enter your funnel via new ads they contribute revenue to the ROAS and ROAS24 calculations more than once.

Article 1038 Last updated: 09/07/2025 11:17:51 PM
https://www.clickmagick.com/kb/?article=1038