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
Bataleon returned 403% on ad spend and Zeitgeist 220%. Each number belongs to its own brand, season and market, so they tell you most when read in that context, not side by side.
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. For GOFRANCK, analytics sat alongside web management and paid media from the start, so performance was read across the whole journey.
Related
- CASEGOFRANCK
- SERVICEPaid Media