Why Your 10x ROAS is a Lie (And What to Measure Instead)

ROAS is a vanity metric that ignores your cost of goods, shipping, and overhead. You can have a 10x ROAS and still be losing money on every sale. At Contrarian Path, we don’t optimize for ROAS; we optimize for Contribution Margin.

If your agency isn’t asking about your margins, they aren’t managing your marketing—they’re managing a spreadsheet. It’s time to stop chasing “sugar-hit” metrics and start measuring the actual cash hitting your bank account.