The ROAS math most founders get wrong

Most founders read the number their ad platform reports and feel good. The problem is that every channel claims the same sale, and none of them count the customer who would have bought anyway.

Blended, not channel

Look at blended return across everything you spend, against real revenue. Then factor payback period and lifetime value. A campaign with a modest reported return can be your best one once repeat purchases land. A flashy one can be quietly unprofitable.