ROAS report in Google Sheets
Build a ROAS report in Google Sheets: spend from Meta Ads, revenue from CRM, the ROAS formula, and attribution match rate.
ROAS (Return On Ad Spend) shows how much revenue every dollar of ad spend brings. LightLead builds this report automatically: spend from ad platforms, revenue from CRM deals, with the formula and attribution already configured. Report recipe: Meta Ads + Google Ads + TikTok Ads → Kommo.
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Ad spend
- Spend and metrics: impressions, clicks, CPC, spend
- Sources: Meta Ads, Google Ads, TikTok Ads
- Data by channel, campaign, and month
Revenue from CRM
- Leads, deals created, and deals won
- Revenue from won deals
- CRM: Kommo, Bitrix24, KeyCRM, LP CRM, Pipedrive, HubSpot, GoHighLevel
ROAS = [revenue] / [cost] × 100 (or [spend] as the denominator). In LightLead it is a calculated metric: IF([spend] > 0, ROUND([revenue] / [spend] * 100, 1), 0). Add the ready formula to your sheet without code.
Match rate
Attribution matches ads to deals via UTM and GCLID. Match rate = (matched deals / total CRM deals) × 100%. Benchmarks: e-commerce with full UTM tagging — 80–95%, B2B — 50–80%, call-based leads — 10–30%. LightLead shows the match rate before you save the report.
Example final report
| Channel | ROAS | Revenue share |
|---|---|---|
| Google Ads | 250% | 45% |
| Meta Ads | 180% | 35% |
| TikTok Ads | 120% | 20% |
Values are from the LightLead "Multi-channel ROAS" recipe in the docs: https://docs.lightlead.space/recipes/attribution/multi-source-roas
Supported sources
- Ads: Meta Ads, Google Ads, TikTok Ads (UTM / GCLID attribution)
- CRM: Kommo, Bitrix24, KeyCRM, LP CRM, Pipedrive, HubSpot, GoHighLevel
- Attribution models: last_click, first_click, linear, time_decay, position_based
- Attribution window: click → lead (30 days) and lead → deal (60 days)
Step-by-step multi-channel ROAS recipe: https://docs.lightlead.space/recipes/attribution/multi-source-roas . Calculated metric formulas: https://docs.lightlead.space/reference/calculated-metrics
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