Answers
What is a good ROAS for eCommerce?
The one above your break-even, which depends entirely on your margin. There is no universal number.
The short answer
The one above your break-even, which depends entirely on your margin. There is no universal number.
At 30% gross margin you need roughly 3.3x to stand still. At 50%, 2x. Anyone quoting a target ROAS without asking your margin is quoting a number they read somewhere.
ROAS is also reported before returns, so a fashion store with 30% returns is not earning what the interface says. Work out your real threshold.
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