Data Doesn’t Lie, but Your ROI Metrics May Mislead
Dec. 11, 2023 | By Analytic Partners
Marketing leadership likes (and frequently trusts) real-time reports including ROI-like metrics such as ROAS. These constantly updated reports always provide something new to look at and promise opportunities for advertising tweaks.
The real-time nature of these types of reports can be compelling. But this creates a big vulnerability: Every player in an organization has their own siloed metric telling their story (“their story” not “THE story”) about their partial contribution to the business. Real-time reporting on ROAS provides instant gratification, but often fails to tell the whole story and often contradicts the reality of ad effectiveness.