Beyond basic metrics, what data point is critical for calculating true return on ad spend (ROAS) within X Ads?

Beyond basic metrics like ad spend, clicks, and conversions, the critical data point for calculating true return on ad spend (ROAS) within X Ads is the actual revenue generated from those conversions. 'ROAS' measures the profitability of your ad campaigns by comparing the revenue earned to the amount spent on advertising. While X Ads can track conversions (e.g., website visits, sign-ups), it typically doesn't automatically capture the monetary value associated with each conversion. Therefore, to calculate true ROAS, you need to integrate your X Ads conversion data with your sales data to determine how much revenue each conversion generated. For example, if you spent $100 on an X Ads campaign that resulted in 10 sales, you need to know the total revenue generated from those 10 sales (e.g., $500) to calculate the ROAS ($500 / $100 = 5). Without this revenue data, you can only calculate a cost per conversion, but not the actual return on your ad investment. This often involves using tracking parameters in your URLs to associate each conversion with the specific ad campaign that drove it, then matching that data to the resulting revenue from that customer.