Definition
The canonical answer.
D7 ROAS is return on ad spend measured seven days after install, per cohort: revenue from a cohort’s first seven days divided by what it cost to acquire. It is the workhorse early indicator in mobile UA because it arrives fast enough to steer spend while correlating with long-term payback once the relationship is measured.
Worked example
In practice.
A team measures that cohorts reaching a given D7 ROAS historically clear full payback within their target period. Campaigns are then scaled or cut on matured D7 readings against that threshold, with the correlation re-verified quarterly, because a threshold nobody re-validates quietly becomes folklore.
Where this work happens: User Acquisition
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