Thomas Cilius
Same ROAS, less profit: why ROAS can't tell you if your ads pay
Two weeks with the same ROAS can leave very different profit. Why ROAS misleads, and the per-order number that tells you whether your ads actually pay.
Paid ads
Meta and Google ads for online stores: budgets, attribution and knowing which number to trust.
Thomas Cilius
Break-Even ROAS: The Number That Decides If Your Ads Make Money
Your ads can show a 3x ROAS and still lose money. Here's how to calculate break-even ROAS from your real margins, what a good number looks like, and how to lower it.
Thomas Cilius
Blended ROAS vs. platform ROAS: which number should you trust?
Meta and Google each claim credit for your sales, and together they often claim more than you sold. Here is how to use both numbers without fooling yourself.