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ROAS Is Lying to You: The Marketing Metrics That Reveal Real Profitability

This story is from 2026-10-27. It is preserved in the archive; the latest stories are on the live feed.

Imagine you're running Meta Ads for an e-commerce business. You spend ₹50,000 on advertising. At the end of the month, Ads Manager reports ₹2,00,000 in attributed revenue. Your ROAS is 4×. Everyone is happy. The campaign looks successful, and someone suggests increasing the budget. But there's one…

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  1. 2026-10-27 13:30 · DEV Community — AI
    ROAS Is Lying to You: The Marketing Metrics That Reveal Real Profitability

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