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A sharp, practitioner-written essay that takes the margin argument a level deeper than most agency blog posts: down to the SKU.
What Contribution Margin by SKU Reveals That ROAS Hides
From Jordan Glickman by Jordan Glickman
- A blended, account-level ROAS can look healthy while individual SKUs are quietly unprofitable.
- Breaking contribution margin down by SKU exposes which products can actually absorb ad spend at scale.
- Media buying decisions should follow margin by product, not a single overall ROAS number.
