A 2.64 ROAS that was accurate and pointing the wrong direction
The report said a 2.64 return and the math was correct. I checked it line by line and every number held up. Then I looked at where the money actually came from.
Two backend closes carried the entire return, eleven thousand two hundred dollars between them. The thing the ads were actually optimizing for, the front end, was seventeen small sales that did not come close to covering the spend: roughly two hundred fifty dollars to acquire each twenty seven dollar purchase.
Nobody lied and no number was wrong. The report was accurate and it still pointed the wrong direction.
A dashboard can be correct and still teach the wrong lesson, because a total hides where the total came from. The question is never whether the number is right. It is what the number is made of.
Appointments down and nobody can say why? That is the thing I do.