Blog category
Paid Media
Planning and buying across paid social, search, programmatic, video, CTV, and OOH — judged on incremental impact, not reported ROAS.
2 posts in Paid Media
Platform ROAS is grading its own homework
Every ad platform reports the conversions it can see and stays silent on the counterfactual. How to tell how much of your reported return is actually real.
The saturation point: finding where the next dollar stops working
Average ROAS tells you nothing about scaling. The only number that matters is the return on the next dollar — and it's lower than you think.