Article

ROAS Is Vanity, Profit Is Sanity: Fix Your Metrics

Andrew Foxwell · Foxwell Digital Free Intermediate

Andrew Foxwell runs a community of brand owners collectively spending over 250 million dollars a month on ads, and his blunt warning here, roughly 10 to 20% of spend can look great on ROAS while quietly losing money, is the clearest caution against reading the purchase column at face value.

  • Turning off spend that looks efficient on ROAS but is unprofitable can lower revenue short term while helping the business immediately.
  • Argues paid media decisions should be tied to profit and margin, not the revenue multiple Ads Manager reports by default.
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The question it answers

  1. Which Meta Ads Manager metrics actually matter, and how do I read them?

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