⏳The ROAS Trap - Brand vs. Performance

Yes, this is another newsletter on this age old debate in marketing. Before you read this, you need to understand a core belief I have → ALL marketing should generate revenue, otherwise it’s just art. With that said, let’s talk ROAS since I think this is where shit falls apart most often. ROAS—somehow this is the golden child of marketing metrics. It’s neat, tidy, and looks fabulous in a boardroom PowerPoint. Nothing gets the finance team more excited than seeing that sweet “5:1” ratio flash...