Why CMOs Should Rethink ROAS As A North Star Metric

If you lead a marketing team, chances are you’ve had this conversation:

“How are the campaigns doing?”

“Well, our ROAS is 4:1.”

The room breathes a collective sigh of relief. The good news: the marketing budget is justified (for the time being).

But here’s the problem: that number might not actually tell you anything useful.

Return on ad spend (ROAS) has long been the go-to metric for measuring paid media performance. It’s clean. It’s easy to calculate.

And let’s be honest: It looks great in a boardroom slide deck. But, that…