Problems this category helps solve
Ad analytics tools should not rely on ROAS alone. Scaling decisions need CTR, CVR, refund rate, gross margin, and break-even checks.
- Keep impressions, sessions, clicks and orders separate
- Compare original and adjusted ROAS with contribution
- Cross-check manual figures without an ad-platform API
Decision factors
- Revenue adjusted for refunds and cancellations
- CPA, CTR, and CVR separated clearly
- Connection to product and fulfillment cost
- Clear next action: pause, test, or scale
Common mistakes
- Scaling from one-day ROAS
- Optimizing creative without checking page and price
- Ignoring refund impact on profit
- No break-even ROAS threshold