You’re running a 10K. You’ve been paying attention to your sleep, your diet, and carefully building your strength and endurance; you feel ready. At the starting line, you have the extra little boost of adrenaline that you know you have to account for so you don’t start too fast. The starting gun goes off, and the person next to you takes off at a dead sprint, and the self-doubt hits. That person seems like they know what they’re doing… maybe they know something I don’t?

ROAS (Return on Ad Spend) is the industry standard for assessing and reporting the performance of paid digital campaigns, but it really...

I recently wrote about the limitations of one of the most widely-held marketing KPIs: ROAS (Return on Ad Spend). The main limitations...