Reading ROAS with the context it needs

A headline percentage is a starting point for a conversation, not the whole performance story.

State the definition

Return on ad spend compares attributed advertising revenue with advertising spend. Always state the reporting period, currency and attribution source alongside it. A platform-reported figure and a blended business measure may describe different things.

Keep the limitations visible

Wilco’s proposal records historical ROAS figures for Bataleon and Zeitgeist, but does not specify the reporting period or attribution methodology. The website preserves that distinction. Those figures should not be treated as forecasts or comparisons between the brands.

Connect reporting to decisions

Useful analysis asks what changed and what the team can do next. Read revenue, costs, conversion behaviour and the commercial context together. GOFRANCK’s documented scope includes data and performance analytics alongside web management and paid media; no performance figure is supplied for that engagement.

Project references: Wilco Agency proposal. Imagery supplied in the proposal or sourced from the brand’s official website. This article is Wilco editorial, not a client testimonial.

Explore GOFRANCK