How to Measure ROAS in Rewarded UA Campaigns (With Real Examples)

User Acquisition (UA) isn’t just about getting installs anymore — it’s about generating revenue that justifies every dollar spent. That’s where ROAS (Return on Ad Spend) comes in.

For Rewarded UA campaigns — where users receive rewards for engagement — measuring ROAS can look a bit different than traditional paid channels. You’re not just tracking installs; you’re tracking intent, behavior, and long-term value.

Let’s break down how to calculate ROAS effectively, what metrics to include, and how real brands use Rewarded UA to drive measurable profitability.

What Is ROAS (Return on Ad Spend)?

ROAS measures how much revenue a campaign generates compared to how much you spent to run it.

Formula:

ROAS = Revenue Generated from Campaign ÷ Campaign Cost​

For example: If you spend $10,000 and earn $30,000 in revenue,your ROAS = 3.0, or 300%.

A ROAS above 1.0 (100%) means your campaign is profitable.

Why ROAS Looks Different in Rewarded UA

Traditional ads focus on impressions and clicks. Rewarded UA focuses on actions — app installs, engagement milestones, and retention events.

That means you’re not measuring one-off conversions; you’re measuring the quality of users your campaign attracts.

Rewarded UA campaigns typically produce:

• Higher retention (users opt in voluntarily)

• Better engagement metrics (due to rewards)

• More predictable lifetime value (LTV)

  
  

So when measuring ROAS, you need to look beyond early-stage revenue and focus on value over time.

Step 1: Define the Conversion Window

Before calculating ROAS, decide what period you’re measuring. Rewarded UA users often show strong engagement after the first few days, so short windows can understate profitability.

Common approaches:

• D7 ROAS: Early signals of quality

• D30 ROAS: Balanced indicator of retention and monetization

• LTV-based ROAS: Best for long-term accuracy

  
  

Step 2: Include All Relevant Revenue Sources

To get an accurate ROAS, consider every revenue stream linked to your rewarded users:

• In-app purchases (IAP)

• Ad revenue (from rewarded or interstitial formats)

• Subscription renewals

• Cross-promotion or referral revenue

  
  

The more complete your revenue tracking, the clearer your ROAS picture.

Step 3: Calculate ROAS by Segment

Don’t stop at one ROAS number — break it down by user type or cohort.

Segment	CPI	D7 ROAS	D30 ROAS	Notes
Rewarded UA (Gamelight)	$2.80	85%	145%	High engagement, strong retention
Social (Meta)	$3.20	60%	110%	High volume, variable quality
Search (Google)	$4.00	90%	120%	Consistent, slower scaling

This cohort view helps identify which traffic sources truly drive profitable users — not just the cheapest installs.

Step 4: Track Post-Install Events

Rewarded UA gives marketers access to event-level data that directly ties to LTV:

• Tutorial completions

• Level achievements

• Purchase events

• Session frequency

  
  

By tracking these post-install events, you can predict LTV growth and see which reward types or creatives lead to the most valuable users.

Step 5: Compare Against Target ROAS Goals

Every campaign should start with a Target ROAS — the minimum needed for profitability.

Example: If your goal is 200% ROAS and your campaign reaches 230%, that’s scalable.If it only hits 120%, it’s time to optimize — either through creative iteration, reward tuning, or audience refinement.

Real-World Example: Rewarded UA in Action

Let’s look at a simplified case inspired by real Rewarded UA campaigns on Gamelight:

Scenario: A midcore game publisher runs a Rewarded UA campaign across five markets (US, UK, DE, JP, FR).

• Spend: $50,000

• Installs: 18,000

• CPI: $2.78

• Revenue (Day 30): $97,000

ROAS = 1.94 (194%)

But here’s the key insight — these users also showed:

• 44% higher retention

• 97% higher ARPU

• 52% better ROAS vs baseline channels

  
  

This demonstrates how Rewarded UA doesn’t just scale installs — it scales profitability.

Step 6: Use Predictive Tools for Early ROAS Estimation

AI-driven platforms (like Gamelight) can estimate LTV and ROAS within days of campaign launch.

By analyzing user behavior early — such as session time, reward completion, and in-app activity — Gamelight predicts long-term ROAS outcomes with high accuracy, helping marketers scale faster and smarter.

How Gamelight Simplifies ROAS Measurement

Gamelight’s self-serve Rewarded UA platform provides real-time visibility into performance metrics that matter:

✅ CPI and Cost per Rewarded Action

✅ Retention-based cohorts

✅ LTV and ROAS tracking dashboards

✅ Optimization to maximize return

It’s not just about measuring revenue — it’s about optimizing for profitable engagement.

Final Thoughts

Rewarded UA is redefining what success looks like in performance marketing.

In 2026, the question isn’t “How cheap were our installs?” — it’s: “How much value did those users create over time?”

By tracking and optimizing ROAS properly, marketers can turn Rewarded UA from a cost center into a consistent profit driver — and build sustainable growth across every campaign.

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