ROAS is lying to you.
✕

Not because the math is wrong.

Because the question is.
✕

ROAS rewards the last touch.

Not the real driver.
✕

Retargeting looks amazing.

Brand search looks unstoppable.
✕

But those channels often

harvest existing demand.
✕

ROAS answers:

“Who got credit?”
✕

Incrementality asks:

“What changed outcomes?”
✕

That’s the difference

between dashboards and truth.
✕

Learn why ROAS breaks

and what to use instead.
✕
Learn why ROAS breaks

Understand Attribution Bias.
✕
Understand Bias