Run paid ads

ROAS, CAC & attribution

Know which rupee of ad spend actually worked.

Level All Beginner Intermediate Advanced
Market All India Global
Who's asking Everyone Just-Launched Founder Scaling Brand Bootstrapped Side-Hustler Product Person
What ROAS should I actually be targeting, and how do I use benchmarks correctly? Ignore the flat '3x is good' rule, your target ROAS is whatever clears your break-even ROAS, set by your gross margin, not a benchmark someone post... Beginner 4 resources → How do I calculate my true CAC, not just what the ad platform reports? Platform-reported CAC only counts that platform's spend against that platform's claimed conversions, it ignores agency fees, tools, creative produc... Beginner 4 resources → Why do Meta and Google both claim credit for the same sale? Both platforms use last-click, self-reported attribution inside their own walled garden, so if a customer saw your Meta ad and then searched your b... Intermediate 4 resources → Should I buy an attribution tool like Triple Whale or Northbeam, or just trust platform data? Once you're spending enough that a 10-20% attribution error actually changes your budget decisions, usually somewhere past Rs 15-25 lakh/month in b... Advanced 4 resources → What is incrementality testing and do I actually need it? Incrementality testing measures whether an ad actually caused a sale that wouldn't have happened anyway, by holding out a control group (geo or aud... Advanced 4 resources → What LTV:CAC ratio should my Indian D2C brand actually be targeting? The textbook target is 3:1 (every Rs 1,000 spent acquiring a customer should return at least Rs 3,000 in lifetime revenue), but many Indian D2C bra... Intermediate 4 resources →
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