- Platform ROAS counts the orders the platform saw, even if they were cancelled or returned.
- Real ROAS counts the orders actually delivered — which matters a lot with cash on delivery.
- ROI is the most important number: after product, shipping and ad costs, how much did you make?
Why can "4x ROAS" mean a loss?
Imagine your ads dashboard says you spent EGP 10,000 and brought in EGP 40,000 in sales. That's a 4x ROAS. Looks excellent, right? But in the Egyptian market, some of those orders get cancelled at confirmation, and some come back with the courier. And if your profit margin is only 30%, those 40,000 could end up as far less profit than you spent.
That's why at Nibras Media we don't measure success by platform ROAS alone, but by real ROAS and ROI.
The difference between ROAS and ROI, with examples
Sales recorded by the platform ÷ spend. Affected by cancelled orders, returns and the attribution method.
Sales from orders actually delivered ÷ spend. Tells you how much real money the ads brought in.
(Net profit − spend) ÷ spend. Tells you how much profit each pound of ads returned.
Calculate the real ROAS and ROI of your campaigns
The ads dashboard says 4.0x, but the truth is you're losing money. Real ROAS (2.80x) is below break-even ROAS (2.86x).
Send your numbers and let's raise your ROIBreak-even ROAS = 1 ÷ profit margin. So if your margin is 35%, you need a real ROAS above 2.86x to avoid losing money. Anything below that number is a loss, even if sales look big.
Is your tracking leaking data?
Real ROAS needs sound tracking. Tick what you have:
Tick what you have.
6 ways to raise your real ROAS
- Confirm orders quickly on WhatsApp: every order confirmed within minutes is less likely to be cancelled.
- Show shipping costs up front: surprises at the end cause cancellations and returns.
- Accurate product photos and descriptions: a customer who receives something different from what they saw will return it.
- Exclude areas and audiences with high rejection rates: based on your real data.
- Raise the average order: with bundle offers, so the ad cost is spread over a larger value.
- Improve your ad content: a clear message brings serious customers, not curious ones.
FAQ
What's a good ROAS?
There's no single number. A good ROAS is one that's above your break-even ROAS (1 ÷ profit margin) by enough to give you a profit.
Why are the platform's numbers different from my store's?
Because of the attribution method, cancelled and returned orders, and data lost from browser-based tracking. That's why we match the numbers against orders actually delivered.
Do you provide ROI reports?
Yes, our reports include real ROAS and net profit for each platform — not just ads dashboard numbers.
Want to know what your ads are really earning?
We'll review your ad accounts, match them against your real orders, and tell you your real ROI and how to raise it.