KPIs and Data Processing

This article delves into Return on Ad Spend (ROAS) as a pivotal marketing metric, defining how to calculate it and highlighting its importance for budget allocation and performance evaluation. Beyond the basic ROAS calculation, it emphasizes key considerations for comparing diverse ad campaign options, including profit margins, customer lifetime value (LTV), various attribution models, and alignment with specific campaign objectives. The article further explores how market share goals, audience targeting, seasonality, and ongoing testing and optimization efforts influence a campaign's true value, advocating for a holistic approach to maximize marketing ROI and drive sustainable growth.