Library · Traffic · How to run this
Path length changes the ROAS story
Path length (avg touches) can change ROAS. ROAS = revenue ÷ spend. Type avg path length, revenue $, and spend $ for one bucket.
Pair: Path length vs ROAS on Traffic. Halo: halo vs direct. Models: multi-touch vs last-click.
What you type
Avg path length — average touches for that path bucket (attribution export).
Revenue $ — attributed revenue in that same bucket.
Spend $ — spend allocated to that bucket in the same window.
ROAS = revenue ÷ spend. Compare short vs long path buckets — do not invent a ROAS chip.
What not to do
Do not invent ROAS. Do not mix all-path revenue into one length bucket. Do not treat platform ROAS as attributed cash. Do not ignore spend when revenue looks fat.
Related: Traffic, halo vs direct, multi-touch vs last-click, platform vs modeled.
Procedure
- Type avg path length, revenue $, and spend $.
- Read ROAS.
- Compare short vs long path buckets when ROAS diverges.
Failure modes
- Inventing ROAS.
- Mixing all-path revenue into one length bucket.
- Treating platform ROAS as attributed cash.
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
- Path-length ROAS
- Attributed revenue ÷ spend for one path-length bucket.
Work with us — We run this job on your accounts. Services
FAQ
- Is this halo vs direct?
- Sibling attribution. [Halo vs direct](/manuals/northbeam-halo-vs-direct) splits halo $ vs direct $. This page is ROAS for a typed path-length bucket.
- Is this multi-touch vs last-click?
- Related model. [Multi-touch vs last-click](/manuals/redtrack-multi-touch-vs-last-click) compares models. This page is revenue ÷ spend at a path length you type.
- What ROAS should I invent?
- None. Type revenue and spend for that path-length bucket from the attribution export.