Marketing & Agency
Should Agency Fees Be Included in Your Marketing ROAS?
Platform ROAS should normally remain a simple campaign metric: attributed revenue divided by media spend. If you quietly add agency fees to one platform's denominator, it becomes difficult to compare with standard platform reporting.
For business profitability, agency fees absolutely matter.
Use layers of reporting
Platform ROAS: attributed revenue ÷ ad spend.
Blended marketing efficiency: store revenue ÷ total paid-media spend.
Fully loaded acquisition economics: include agency, creative, software or payroll according to the business question.
Why separation helps
If Meta ROAS falls because agency cost was added but Google ROAS does not include its management cost, the comparison is misleading.
Agency fees affect CAC
A store spending $20,000 on ads plus $3,000 management is spending $23,000 to support acquisition, not $20,000. Fully loaded new-customer CAC should reflect that if you are evaluating total economics.
Keep platform metrics clean and add service costs at the business layer.
Not sure what you should be getting?
If your marketing reports show strong platform ROAS but ignore the cost of actually operating the channel, send us an inquiry. We can build a layered profitability view.