Friday, May 15th, 2026 – 1:00 am
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I’ve been ruminating lately on green shoots that may finally be breaking through. Not spring flowers, mind you, but original and promising new metrics that could loosen ROAS’s iron grip on marketer mindshare.
There are structural and practically metaphysical problems with return on ad spend as a metric.
For one, the whole point of ROAS is to track the ad spend itself. Duh, right? But bear with me because, the thing is, advertising isn’t the point. Take the Amazon-native ACOS metric (“advertising as a cost of sale”). A metric like ACOS is getting warmer for sure in terms of the purpose of advertising.
