Essay

What Contribution Margin by SKU Reveals That ROAS Hides

Jordan Glickman Free Advanced

A sharp, practitioner-written essay that takes the margin argument a level deeper than most agency blog posts: down to the SKU.

  • 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.
Open on jordanglickman.com ↗

The question it answers

  1. What ROAS should I realistically expect from Meta ads for my D2C brand?

Read with it

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  6. Taylor Holiday's agency is the most quoted voice in DTC for reframing ROAS around profit, useful pushback against chasing a... Common Thread Collective Article Why ROAS Is a Terrible Ecommerce Metric + 3 That Actually Matter Common Thread Collective
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