The ROAS Formula by Michael Manelidis, book cover
Book resources

The ROAS
Formula

Track, Then Attack: Find the Placements That Convert. Buy Only Those.
By Michael Manelidis.

Use the free calculatorDownload the spreadsheet Get the book on Amazon

Free. No email needed. Works with reports from any ad platform.

Track or Attack? Score your sources

Target CPA$20.00
Target ROAS3.00
Break-even ROAS1.50
Spend to judge a source$40 to $60
SourceSpend ($)Conversions1st half2nd halfCPAScoreDecision

Score = Performance (up to 60) + Confidence (up to 25) + Consistency (up to 15). Attack at 70 or more. Kill under 45 once a source has spent 3x your target CPA. Under 2x target CPA is too early to judge. Your numbers stay in your browser.

The free checklists

Track setupBroad targeting, paced delivery, source macros, postback, and the Attack list excluded.
The judgment tableSpend thresholds and the Source Score, on one page.
Attack setupWhitelist, ASAP delivery with a daily cap, and bids raised step by step.
The daily 5-minute checkCPA per Attack source, and when to send a source back to Track.
The weekly loopPromote, demote, refresh lists, retest.

Download the checklists (PDF)

About the book

Every campaign is really two campaigns: a few placements that make money and many that lose it. The average hides both. The ROAS Formula gives you a simple, repeatable system to find the winners and put your budget only there.

  • Track, Then Attack: one campaign finds the buyers, the second one gets paid
  • How much to spend before you judge a source, in plain numbers
  • The Source Score: one number from 0 to 100 for every placement
  • Attack setup with ASAP delivery, a daily cap and source bids
  • Ready Attack Plans for e-commerce, leads, apps and sweepstakes
  • A platform cheat sheet and a full 30-day example

Available on Amazon as a Kindle eBook (also free with Kindle Unlimited), paperback and hardcover. Book 4 in the Advertising Made Simple series.

Get the book on Amazon Paperback Hardcover See the whole series

Track and Attack are built into PPCmate

Block and Target buttons on every source, source bids, ASAP delivery and automated rules. The formula works on any platform; PPCmate just makes it a few clicks.

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