Why Your Facebook ROAS Is Misleading You

Platform ROAS hides blended MER, new customer revenue, attribution gaps, and LTV. Serious operators need a different set of metrics to make scaling decisions.

Platform ROAS is the number most eCommerce operators look at first. It is also, in isolation, one of the most misleading numbers in your business. If you are making scaling decisions based on what Meta reports as ROAS, you are probably either leaving money on the table or burning budget on campaigns that are not contributing to actual business growth. Internal Campaign Observation: Two Reads of the Same Account We ran a food and snack eCommerce account where two consecutive reporting periods told completely different stories depending on which metric you looked at. Period 1 — platform view: We