D7 ROAS
Also: Day-7 ROAS · D0 ROAS · D30 ROAS · cohort ROAS
D7 ROAS is the revenue generated by a cohort of users within seven days of installing, divided by the ad spend that acquired that cohort. D0, D30, and D90 ROAS follow the same pattern with different windows.
D7 ROAS = Cohort revenue in first 7 days ÷ Spend that acquired the cohort
Time-boxed ROAS is how UA teams judge campaigns before the full payback is known. A D7 ROAS target is usually derived backward from a D90 or D180 goal using the app's historical revenue curve: if 25% of D90 revenue typically lands by day 7, and the goal is 1.5x at D90, the D7 target is roughly 0.38x.
The right window depends on the funnel. A 7-day free trial makes D7 revenue structurally near zero, so D7 ROAS ranks channels by how many users have not converted yet. Subscription apps generally judge on D30 at the earliest.
Common mistake
Judging a trial-based app on D7 ROAS. The trial boundary is where the revenue curve starts; before it, the number is noise.
Go deeper: How to calculate ROAS for IAP games
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.