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13min chapter
ROAS Is a Trap: How Smart Marketers Really Drive Growth
Marketing Against The Grain
Rethinking ROAS in Marketing Metrics
This chapter critically examines the reliance on Return on Ad Spend (ROAS) as a primary metric for evaluating advertising effectiveness, highlighting its limitations in truly capturing customer acquisition value. The discussion emphasizes the need for a broader and more nuanced approach in assessing marketing strategies, advocating for incrementality as a crucial metric. By exploring the complexities of marketing metrics and the potential for manipulation, the chapter calls for more resilient measures to provide reliable insights into advertising effectiveness.
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