Paid Media
Profitable advertising growth beyond ROAS
A high ROAS does not always equal a strong business result. When discounts, product margins, returns and existing-customer share are ignored, campaigns can look efficient while cash flow stays weak.
Make contribution margin visible
Place product cost, fulfilment, payment fees and return impact beside revenue. Where possible, connect channel targets to contribution margin rather than gross sales alone.
Separate new and existing customers
Remarketing can report excellent returns, but genuine growth requires a separate view of new demand. Evaluate new-customer acquisition cost alongside expected lifetime value.
Allocate budget using marginal results
Average performance explains the past. The additional revenue and profit from the next budget increase support the decision ahead. Test increases in controlled stages.