If you lead a marketing team, chances are you’ve had this conversation:
“How are the campaigns doing?”
“Well, our ROAS is 4:1.”
The room breathes a collective sigh of relief. The good news: the marketing budget is justified (for the time being).
But here’s the problem: that number might not actually tell you anything useful.
Return on ad spend (ROAS) has long been the go-to metric for measuring paid media performance. It’s clean. It’s easy to calculate.
And let’s be honest: It looks great in a boardroom slide deck. But, that…
