ROAS

Return on ad spend is attributed revenue divided by ad spend, shown as a multiple. 4× means every £1 of advertising is associated with £4 invoiced.

When it cannot be calculated

Both halves must exist. With no supported ad spend, or no attributed revenue, Ghost shows no return rather than a zero — zero return and no data are completely different facts, and only one of them is bad news.

What the target does

A target ROAS is optional. Setting one gives Ghost a line to compare against, so returns below your goal can be flagged. Without one, no return can be called good or bad, and Ghost will not pick a number on your behalf.

Reading it honestly

Attributed revenue only includes revenue Ghost could tie to a paid source. Unknown-source enquiries that booked are not in the numerator, so a large unknown bucket understates return. See Paid, Organic, and Unknown Sources.