Attributed revenue divided by ad spend; a revenue-side efficiency ratio that says nothing about whether an order is profitable until you compare it to break-even ROAS.
ROAS is attributed revenue divided by ad spend. It is the default number in every ad platform, and it is also the most misread number in DTC, for two reasons. First, it is a revenue ratio, so it is silent on margin: a 4.0x ROAS on a 20%-CM product loses money while a 2.0x ROAS on a 70%-CM product prints it. You only know which by comparing against break-even ROAS.
Second, the 'attributed revenue' in the numerator is usually platform-reported, and platforms over-count. Each channel claims credit for conversions it merely touched, so summing Meta plus Google plus TikTok ROAS double-counts the same orders. Under Blufire's golden rule, platform-reported and Shopify last-touch ROAS are framed as reported, not real; the causal counterweights are incrementality, incremental ROAS, and marketing mix modeling.
Worked example (Demonstrative): a campaign reporting a 4.0x ROAS on a product with a 40% contribution margin clears its 2.5x break-even and contributes margin. The same 4.0x on a 20%-CM product (5.0x break-even) is below break-even and loses contribution margin, despite looking like a strong number.
Blufire keeps ROAS in view because operators live in it, but always pairs it with break-even ROAS and the profit-true POAS so the revenue number is judged against the margin it actually generates.