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Does ROAS matter for a Engagement campaign?

Short answer: not really, and here’s why

ROAS measures revenue against ad spend, but an Engagement campaign isn't trying to generate a sale, it's trying to generate likes, comments, shares, and views. There's no revenue event to measure this against. If revenue is the actual goal, this budget belongs in a Sales campaign instead.

Ask your agency this instead

What's the actual business goal behind running this as engagement rather than something more directly tied to sales or leads?
Is engagement building toward something measurable, or is it running on its own?

Want the metrics that actually matter for a Engagement campaign? Open the tool and pick one.

Open the tool for Engagement →

Other metrics for a Engagement campaign

Sources

Adamigo: Meta Ads Benchmarks 2026 by Objective (and Placement)

Adamigo provided the Engagement-objective CTR, CPC, and CPM figures used here, along with explicit engagement-rate tier language that informed how the bands were set.