Return on Ad Spend; a core marketing metric used to evaluate the efficiency of advertising campaigns by dividing the revenue generated by the cost of advertising.

Cookie compliance directly impacts ROAS by reducing the volume of trackable data when users deny consent for advertising and analytics.

This operational challenge is mitigated by using Consent Mode v2, which employs data modeling to estimate conversion paths, providing a more accurate ROAS calculation despite privacy restrictions.

Marketing teams must now adjust to less granular, modeled data while ensuring all tracking scripts meet cookie consent requirements.