How to Handle Organics in Your ROAS Calculation

One of the most common questions we get from clients hitting a performance ceiling is how to treat organics in their ROAS calculations. Bruno Sista, our UA analyst, breaks down why optimising on paid ROAS only, while trusting your MMP to attribute everything correctly, can leave a meaningful share of installs sitting in organic and unaccounted for. In the example shown, that gap was 29% of all installs.

Ktrl gives you three lenses to choose from: paid ROAS only, full blended, or incremental blended. For one client, switching the optimisation lens, without touching their payback targets, took them from a stagnant UA strategy to unlocking new testing budget on Android.