Advertising and marketing metrics
Target ROAS (tROAS)
A Google Ads bidding strategy that sets bids to hit a return on ad spend goal, based on the conversion value you report. The value you send is what it optimizes.
Target ROAS is a Google Ads bidding strategy that sets bids to reach a chosen return on ad spend, calculated from the conversion value you report. If you report revenue, the strategy works toward a revenue return. If you report profit as the conversion value, the same strategy works toward a profit return, even though the setting is still called ROAS.
That makes the conversion value you send the real lever. Target ROAS can only be as good as the value data behind it: missing conversions, revenue including refunded orders, or values that ignore margin all pull the bidding in the wrong direction. Server-side tracking is the usual way to send complete and corrected values.
An assistant connected to Google Ads through the read-only server can report how campaigns on Target ROAS are performing against their targets, which campaigns are limited by budget or by target, and where the value data looks thin. Changing the targets themselves needs write access, which the official server does not provide.