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Library · Traffic · How to run this

Call-close lag is not pixel ROAS

How to run thisTraffic3 steps
CalculatorCall-close lag ROAS · Calculator lives in the articleOpen

Hyros-class call closes often post after the pixel day media buyers score. Killing a campaign on pixel ROAS alone ignores cash that closes on a lag. Type spend, pixel revenue, call revenue, and lag days.

Pair: Call-close lag ROAS on Traffic. Dollar books: tracker vs CRM vs settled. Bid floor: min ROAS.

What you type

Spend — media dollars in the click / pixel window.

Pixel revenue — revenue the pixel credited in that same window.

Call revenue — call-closed revenue attributed to those clicks that posted after the pixel day (typed, not invented).

Lag days — measured days from pixel day to typical call close for this offer.

Pixel ROAS = pixel ÷ spend. Lag-adjusted ROAS = (pixel + call) ÷ spend. Do not invent a close rate.

What not to do

Do not kill solely on pixel ROAS when call closes are still open. Do not invent lag days or a close %. Do not paste ad-account revenue as settled. Do not mix unaffiliated call revenue into this window.

Related: Traffic, tracker vs CRM vs settled, min ROAS, lag-adjusted MER.

Procedure

  1. Type spend and pixel revenue for the window.
  2. Type call revenue that closed on lag and measured lag days.
  3. Compare pixel ROAS to lag-adjusted ROAS.

Failure modes

  • Killing solely on pixel ROAS while call closes are open.
  • Inventing lag days or a close percent.
  • Pasting ad-account revenue as settled.

Worked example

None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.

Glossary

Call-close lag
Days from pixel day to call close. Call revenue typed for those closes — not invented.

Work with us — We run this job on your accounts. Services

FAQ

Is this tracker vs CRM vs settled?
Related books. [Tracker vs CRM vs settled](/manuals/tracker-vs-crm-vs-settled) compares dollar books. This page is pixel-day ROAS vs call closes that land later.
Is this min ROAS from contribution?
No. [Min ROAS](/manuals/roas-target) sets a bid floor from contribution. This page compares pixel ROAS to lag-adjusted ROAS you type.
What lag should I use?
Type the lag days you measure from click or pixel day to call close. We invent none.