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Forecasting
pROAS
A forward-looking forecast of expected return on ad spend, generated by ML models using historical performance data, creative quality signals, audience saturation levels, and competitive dynamics. Unlike reported ROAS (backward-looking and inflated), pROAS tells you what to expect before you spend. A campaign with a pROAS of 2.1x in its current state versus 3.4x with a creative refresh gives you a clear decision framework.
Why it matters
It is the only ROAS figure available before you spend, which makes it the one a budget decision can actually use.
In practice
Judge it on calibration, not on level. A predicted 3x that lands at 2.9x is a useful model; one that lands anywhere between 1x and 5x is not, however good the average looks.
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