Paid Media

Spend trend

Campaign efficiency

Front ROAS under 1.00 is expected in this model. Judge campaigns on true ROAS.

Attribution gap

Ad platforms measure the front-end sale, so that is what their reported revenue is checked against. Overstatement is how much more they claim than the CRM banked. The last column is back-end revenue — upsells and rebills net of refunds and chargebacks — which no platform can see and which is where this account makes its money.