Facebook Games

ROAS Measurement for Instant and Cloud Games (BETA)

The ROAS Measurement tool in the App Dashboard for your Instant Game or Cloud Game summarizes the return on ad spend (ROAS) for your acquisition campaigns. This tool includes both in-app advertising (IAA) and in-app purchases (IAP) and is available to all Instant Games developers.

Notice: New ROAS Computing Pipeline

We're upgrading the ROAS computing pipeline! Beginning July 27, 2022 all new campaigns will use the new pipeline. Older campaigns will continue to use the current pipeline.

The new pipeline offers the following improvements:

  • Less latency and more stability: The new data source has a more stable latency (about 1.5 days).
  • Higher coverage: The new data source covers re-engagement campaigns and website conversion campaigns that weren't well supported by the old data source.
  • Greater accuracy: We've made several accuracy improvements.
  • Aggregatable: We're now deduping ROAS across campaigns using a last touch model, which means that you can now aggregate ROAS numbers across multiple campaigns.

Note: The numbers shown in the ROAS reporting tool will not be identical to the numbers reported in Ads Manager due to a variety of mostly small implementation differences. ‘App Installs’ numbers will differ more, but this does not impact the calculation of revenue, which is based on a different underlying calculation.

To view the ROAS Management tool

  1. In your Developer Dashboard, select the app for your Instant Game.
  2. Under the Instant Games product in your App Dashboard, select ROAS Measurement (BETA).

Use the ROAS Tool

By default, the tool displays the ROAS Measurement Summary table, which summarizes ROAS data for all of your active and recent ad campaigns. Recent ad sets are defined as sets that have been updated within the last 60 days and have not been deleted or archived.

To view a Details table, which displays data for a specific ad set, enter the Ad Set ID and then click Get Ad Set data.

To download the ROAS Measurement Summary table or a Details table for use offline, click Export to CSV and choose a download location.

Interpret ROAS Data

In the ROAS Measurement Summary table, each row represents one ad campaign. This table contains the following columns:

  • Direct Installs: The number of users acquired into the game through ads.
  • Social Installs: The number of times a game invite that was sent by a person who installed the game after clicking on an ad led to a game installation.
  • Total Ad Spend: The total ad spend for the campaign.
  • CPI: The average cost per install. This is calculated by dividing the total ad spend by the number of direct and social installs.
  • Total Revenue: The total amount of net revenue generated from in-app purchases (IAP) and in-app ads (IAA) that are attributed to direct and social installs.
  • Social LTV: The average amount of revenue generated from in-app purchases (IAP) and in-app ads (IAA) that are attributed to direct and social installs. This is calculated by dividing the amount of money generated from direct and social installs by the number of direct installs.
  • Social ROAS: The return on ad spend (ROAS) from social and direct installs. This is calculated by dividing the amount of revenue generated from direct and social installs by total ad spend.
  • Social ROAS Dx: The social ROAS x days since the start of the campaign.

Details tables break down the ad campaign performance into user cohorts, each attributed to a specific date since the start of the campaign. Each row represents a single cohort. These tables contain the following columns:

  • Date: The date that the user cohort is attributed to.
  • Direct Installs: The number of users acquired into the game through ads.
  • Social Installs: The number of times a game invite that was sent by a person who installed the game after clicking on an ad led to a game installation.
  • Total Ad Spend: The total ad spend on that date.
  • CPI: The average cost per install. This is calculated by dividing the total ad spend by the number of direct and social installs.
  • Total Revenue: The total amount of net revenue generated from in-app purchases (IAP) and in-app ads (IAA) attributed to direct and social installs.
  • Social LTV: The average amount of revenue generated from in-app purchases (IAP) and in-app ads (IAA) attributed to direct and social installs. This is calculated by dividing the amount of money generated from direct and social installs by the number of direct installs.
  • Social ROAS: The return on ad spend (ROAS) from social and direct installs. This is calculated by dividing the amount of revenue generated from direct and social installs by ad spend.
  • Social ROAS Dx: The social ROAS x days since the acquisition of the user cohort.