Your ROAS Looks Great But Revenue Isn’t Growing — Here’s the Disconnect
A common trap: dashboards show a healthy 4x or 5x ROAS, everyone’s happy, but the business isn’t actually growing month over month. This usually means you’re optimizing a vanity metric instead of the business outcome. Why This Happens ROAS is calculated on ad platform-reported revenue, which can be inflated by over-attribution or duplicate conversions High […]
iOS Privacy Changes Broke Your Attribution — Here’s How to Adapt
Since Apple’s App Tracking Transparency rollout, many advertisers see Meta reporting fewer conversions than actually happened — creating false alarm that campaigns “stopped working” when they didn’t. What Changed iOS users can opt out of tracking, so Meta’s pixel can’t see everything anymore Attribution windows shrank (from 28-day click to shorter defaults) Conversion data now […]