This study examines the effect of electronic banking services (ATM, POS, mobile banking, and internet banking) on the financial performance of Awash Bank (2015–2025), controlling for GDP growth and inflation. Using an explanatory quantitative design with secondary data (22 semiannual observations from Awash Bank’s reports), the study tested seven hypotheses via descriptive statistics, correlation, and multiple linear regression in SPSS. Diagnostic tests confirmed normality (Q Q plot), multicollinearity (VIF < 2.1), and autocorrelation (Durbin Watson = 2.150), satisfying all OLS assumptions. All four e banking services have statistically significant positive effects on ROA at the 1% level. ATM contributes most (β = 0.420, p = 0.001), followed by mobile banking (β = 0.390, p = 0.004), POS (β = 0.350, p = 0.006), and internet banking (β = 0.310, p = 0.003). The full model explains 86.1% of ROA variation (Adjusted R² = 0.830). GDP growth has a positive effect (B = 0.008, p = 0.012); inflation has a negative effect (B =–0.045, p = 0.018). The study recommends continued ATM investment, mobile banking optimization, strategic POS expansion, and addressing internet banking barriers. For the National Bank of Ethiopia, maintaining cash withdrawal limits (Directive No. FIS/03/2020) is suggested to accelerate e banking adoption. The findings also inform marketing strategy for customer acquisition and retention. This study makes five distinctive contributions: first comprehensive examination of all four e banking services on Awash Bank; use of transaction volume (Birr) rather than infrastructure counts; recent data (2015–2025) capturing the post directive period; inclusion of macroeconomic controls; and comparative analysis of channel contributions.