ROAS

ROAS (return on ad spend) is the revenue generated divided by the spend that produced it, usually shown as a percentage: ROAS 40% on D7 means users returned 40% of the spend within seven days of install. On Unity and other ML networks it is a dial you set on purpose: you tell the system the return you need and it bids toward it, which is very different from Facebook-style manual scaling.

ROAS only works if the revenue signal reaching the network is real and timely, which is why MMP hygiene and postbacks matter more than the ROAS target itself. The pitfall is setting an aggressive ROAS goal on top of broken tracking, then wondering why the model cannot find volume.

Is there a ROAS benchmark for iGaming? There is no honest universal number, because it depends on GEO, offer, deposit size and the window you measure. What we use instead is an internal working line, not a market standard: on mature campaigns ROI above 50% means leave the campaign alone, and below it triggers creative and placement changes. Judge a cohort only at the age it has matured, because D7 does not exist for an install that is three days old.