What Is the Difference Between Local and Converted ROAS?
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Quick answer
Local ROAS and converted ROAS are two Amazon Ads performance metrics that describe how advertising revenue is measured across marketplaces. Local ROAS measures ad-driven return within a single marketplace using that marketplace’s native currency and data. Converted ROAS can include currency adjustments or combined account totals, which allows advertisers to compare or report performance across multiple marketplaces on a more consistent basis.
When you review Amazon Ads reports, the same campaign can show different ROAS values depending on whether the system is isolating a single marketplace or rolling up results. Recognizing which view you are looking at helps prevent misleading optimization decisions.
What Local ROAS Represents
Local ROAS is tied to one marketplace. The calculation uses the ad spend and sales recorded in that marketplace’s currency, without conversion or blending across regions. This makes it the more direct signal for understanding how ads are performing in a specific country storefront.
- Reflects native currency performance
- Isolates one marketplace at a time
- Best for regional keyword and bid decisions
What Converted ROAS Represents
Converted ROAS moves beyond a single marketplace view. It can apply currency adjustments or combine account totals so that performance across different stores can be compared side by side. This is useful for account-level reporting, but it can also flatten local differences that matter for day-to-day campaign management.
How to Use Both Without Mixing Them Up
The main risk is comparing a local figure from one marketplace against a converted figure from another. That can make a campaign look better or worse than it really is. A tool like Amazon Ads Dashboard by Todoza can consolidate spend, sales, and ROAS, but you still need to confirm which metric is being displayed.
- Use local ROAS for single-marketplace optimization.
- Use converted ROAS for cross-marketplace or executive reporting.
- Keep both labels visible in reports to avoid misreading.
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Understanding the local versus converted distinction is a practical starting point for broader Amazon Ads marketplace performance analysis. Once you know which ROAS view you are reviewing, you can better evaluate waste, bid adjustments, and cross-marketplace trends across your campaigns.