The E-Comm Show
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The Q4 ROAS Myth: Why Return on Ad Spend Is the Wrong Q4 KPI | EP. #243

The E-Comm Show
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ROAS feels like the right number to optimize. Andrew Maff thinks it is quietly stunting your growth, especially in Q4.

In this 243rd episode of The E-Comm Show, Andrew breaks down the Q4 ROAS myth: why cost per customer beats return on ad spend, how deep holiday discounts can attract the wrong buyer, and what to check before you set this season's promotions.

What You'll Learn:

  • Why ROAS is the wrong top KPI
  • The CAC to LTV math that changes your ad budget
  • Why Q4 gift buyers can have a different LTV
  • How to reevaluate your holiday discount before it costs you


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