Real ROAS
In projects that collect leads, revenue arrives weeks after the click. X3 counts it where it was earned: the revenue of a customer belongs to the period, campaign, ad set and ad that brought the lead (lead cohort).
| Metric | Definition |
|---|---|
| Umsatz (Kunden) | Σ value of the leads created in the period that are now „Kunde“ – from the CRM or entered by hand; no spam, no test leads; credited to sources with the project's counting rule |
| Kunden | leads with status „Kunde“ (persons) |
| Echter ROAS | Umsatz (Kunden) ÷ Ausgaben of the same period and segment, two decimals, one formula in Pulse, Quellen and MCP; „–“ without spend or without revenue |
| Kosten pro Kunde | Ausgaben ÷ Kunden |
| Erwarteter ROAS | the lead-value factor: realised revenue + open estimates × close rate, ÷ spend |
„noch unreif“
A recent period has not closed yet: X3 marks it „noch unreif“ when it ended fewer days ago than your
usual time to close – the median days from lead to customer of the last 365 days (once 5 customers
exist; before that 30 days). pulse_get returns it as realRoas.closeDays. Compare older periods for
decisions, or watch how the number grows.
Where it shows
- Pulse: tile „Echter ROAS (gesamt)“ (with Kunden, Umsatz and the expected ROAS) once a customer exists. The segment is the whole project: the revenue of every customer of the period – also the ones that came without ads – ÷ all ad spend.
- Quellen & Kampagnen: columns Umsatz (Kunden), Echter ROAS and Kosten pro Kunde on every level down to the ad (DataTable „Spalten“). The segment is the row: only customers whose lead an ad brought, so the total row is lower than the Pulse tile whenever customers also come from search, referrals or direct visits.
- MCP:
pulse_get(realRoas),ads_performancerows (crm_revenue,roas_crm,cost_per_customer).
Shop projects keep the purchase ROAS (revenue at checkout). Mixed projects show both groups separately – never summed. The ROAS reported by an ad platform itself is shown as „laut Plattform“ only.