Why Blended ROAS Is the Only Number You Should Trust

If you’ve ever compared Meta’s ROAS to Google’s, to TikTok’s… you’ve probably noticed something strange:

They all say they’re winning.
They all want the credit.
And none of them match your bank balance.

That’s because platform-reported ROAS is inherently biased. Each channel reports on its own results using its own attribution window - which means duplicated conversions, inflated returns, and a whole lot of confusion.

And that’s where Blended ROAS comes in.

What is Blended ROAS?

Blended ROAS (Return on Ad Spend) is a platform-neutral metric that gives you a single source of truth across all your paid media.

It answers one simple but essential question:

How much revenue did I actually make from all my ad spend?

No over-attribution. No channel bias. Just real spend and real revenue.

How We Calculate It at Requisite

It’s pretty simple - and that’s the beauty of it.

We take your verified revenue and divide it by total paid media spend (across Meta, Google, TikTok, etc.) pulled directly from your eCommerce platform (like Shopify) and your media channels.

Blended ROAS = Total Verified Revenue ÷ Total Paid Media Spend

This gives you a single number you can trust, no matter what your ad platforms are reporting.

Why Platform ROAS Is Misleading

Here’s the problem with platform-reported ROAS:

• Each channel tracks its own conversions - often claiming credit for the same customer.

• Attribution windows vary, meaning you’re not comparing apples to apples.

• Conversions are often over-reported, especially if you're running multi-channel campaigns.

• ROAS doesn’t include returns, discounts, or margins - so even if the number looks good, your profitability might not.

Blended ROAS cuts through that noise.

Where You’ll Find it in Requisite

Your Blended ROAS lives in your Performance Overview dashboard, right alongside Target ROAS and Contribution (Before OPEX).

Want to see it broken down by channel?
Head to your Marketing Channel Summary to compare each platform’s true cost vs revenue output.

What to Do With This Number

Once you’ve got a real ROAS to work from, you can:

• Set better goals - based on actual return, not inflated in-platform figures

• Reallocate spend - to the channels that are truly performing

• Improve contribution - by cutting what’s under-delivering

• Get everyone aligned - from finance to media buyers

Blended ROAS becomes an anchor metric - the baseline that every decision is measured against.

TL;DR

Ad platforms love to hype your performance.
But if you want to know what’s really working?
You need to step back and look at the big picture.

That’s what Blended ROAS gives you: one number you can trust, based on real spend and verified revenue.

No bias. No fluff. Just clarity.