ScowttHelp Center

For Everyone · Updated Oct 20, 2026

ROAS

ROAS, or return on ad spend, is the value generated for every dollar spent on ads. In Scowtt conversations, it can mean three different things, so it helps to know which one is being discussed.

How it's calculatedWhat it tells you
Purchase ROASActual revenue ÷ ad spendHow campaigns are really performing
Scowtt ROASPredicted value sent ÷ ad spendAn optimization setting, not a result
Target ROASA goal you set on the campaignHow aggressively the platform bids

Which one measures performance

When people talk about results, they almost always mean purchase ROAS: real revenue against real spend. Scowtt ROAS and target ROAS are settings that help campaigns optimize, and they're kept in line with each other so bidding stays stable.

In a pilot, purchase ROAS, or the business outcome agreed at kickoff, is compared between the Scowtt and BAU arms. Because revenue can take weeks to arrive, earlier readouts often rely on leading indicators first.

Predicted lead valueAd platforms like Google and Meta bid on value, not on scores. Predicted lead value is how Scowtt turns each lead's score into a number the platforms can use, so campaigns can tell a promising lead from a weak one while they're still bidding.How Scowtt models and measures ROIScowtt uses CRM and behavioral data to predict which prospects are most likely to generate a desired downstream business outcome, such as a qualified opportunity, purchase, revenue, or other customer-defined goal.Reading early results before revenue maturesRevenue often arrives well after a pilot starts. Until it does, leading indicators give you an honest early read on whether Scowtt is moving things in the right direction.