US EditionWhy the rise of ROAS has got everyone hoodwinked - DecisionMarketing
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Why the rise of ROAS has got everyone hoodwinked - DecisionMarketing
The migration of return on advertising spend from a useful measurement to a key strategic KPI has occurred largely without critical examination. High ROAS doesn’t always equal good – a reality that’s becoming clearer as digital advertising costs rise and competition intensifies. This addresses the industry-wide problem of low incrementality, defined as the “diminishing returns” that occur when scaling marketing budgets. ROAS can be gamed by targ…
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