Four amounts that should stay separate
The quoted offer is the price discussed during the sale. Contract value needs evidence of what was accepted. Collected cash is money received. The amount due depends on the contract and payments, not subtraction from a price heard on a call.
An attribution model determines which interaction gets credit for an outcome. Google Analytics explicitly distinguishes events from attribution. Attribution does not turn a tracked conversion into payment confirmation.
Fictional example: €3,500 quoted, €1,750 collected
A campaign spends €500. A prospect hears a €3,500 offer on a call and pays €1,750 the next day. The origin is verified and there are no known refunds. For this defined scope, cash divided by spend is 1,750 ÷ 500 = 3.5×.
Using the offer price would produce 7×, but that does not describe cash collected. Without the contract, you cannot conclude that €1,750 remains due. If a €250 refund is recorded, net cash becomes €1,500 and the ratio becomes 3×.
This is an educational example, not a customer result. It assumes one currency and a defined reporting scope. Payment fees and service delivery costs are not subtracted: this is not profit.
Payment period or acquisition cohort?
A cash-period report considers payments received during a window. A cohort analysis follows leads acquired during a window and their subsequent payments. These views can differ without contradicting each other.
When comparing ads, use the same method and allow comparable time for leads to buy. Yesterday's campaign has not had the same opportunity to convert as a campaign running for three months.
Before you share a ROAS figure
State the formula and scope next to the result. Keep unknowns visible and avoid vague revenue labels that combine incompatible measures.
- What is the value: an event, a contract or received payments?
- Which refunds and currencies are included?
- Which dates apply: acquisition, sale or payment?
- How much of the payment total has a supported source?
- Does the ratio describe cash and spend without claiming to measure profit?