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Beyond ROAS: How A Health and Personal Care Brand Optimized Around a Better Metric

The shift in advertising from traditional mediums to online began in the late 90s, and during that time Return on Ad Spend (ROAS) became the standard metric to ultimately answer the question, “how much sales did my online ad generate?” While ROAS may consider how conversions are attributed to incremental sales, it does not consider the ultimate goal – profit.

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