Return on Ad Spend (ROAS) is a key performance metric used in direct mail marketing to measure the effectiveness and profitability of an advertising campaign. ROAS quantifies the revenue generated from the campaign in relation to the amount of money invested in it. This metric helps advertisers assess how efficiently their marketing dollars are converted into revenue.

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ROAS is calculated by dividing the revenue generated from the campaign by the total cost of the campaign. The result is typically expressed as a ratio or a percentage. A ROAS value greater than one indicates that the campaign generated more revenue than the amount spent, implying a positive return on investment. Conversely, a value less than one suggests that the campaign generated less revenue than the cost, indicating a potentially negative return on investment. 

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Monitoring ROAS allows marketers to make data-driven decisions about allocating resources and optimizing campaigns. By analyzing the ROAS of different campaigns, advertisers can identify which strategies and channels deliver the best results and adjust their marketing efforts accordingly to maximize profitability. 

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See: ROI