Perpetual Traffic
(Part 1) Why ROAS Sucks: The New Attribution Metric Everyone Should Use...But Aren’t
Mar 16, 2024
Explore the evolution of Tier 11 and the client-centric approach reshaping digital marketing. Learn about the shift towards integrated marketing models, mastering Google Ads, and the importance of an omni-channel approach. Discover why ROAS isn't the only measure of success and how to craft effective multi-platform strategies. Get insights on the future of digital marketing agencies and the strategic synergies driving success.
45:08
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Quick takeaways
- Success should be measured by top-line growth and profit, not just channel-attributed metrics like ROAS.
- Strategic audience targeting and revenue growth drive substantial business gains, even if traditional metrics show decline.
Deep dives
Restructuring Ad Campaigns for Growth
By analyzing and restructuring the ad campaigns, focusing on top-performing products, and allocating budgets more strategically towards prospecting, the company was able to see a 32% increase in revenue within just six days. Despite a 40% decrease in ROAS and an 80% drop in conversions in Google ads, shifting to standard shopping campaigns allowed for a more balanced approach, resulting in a 3.93 incremental MER and significant profit growth.
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