Reported ROAS is not causal ROAS. Here's how to tell them apart — and what to do about it.
This article is part of the launch slate for The Legendary Magazine — our editorial arm for teardowns, frameworks, and first-party benchmarks in performance marketing. Full long-form is being commissioned; join The Legendary Brief to be notified when it publishes.
Key takeaways
- · Platform ROAS is reported, not causal.
- · MMM, MTA, and incrementality are complementary lenses.
- · Creative velocity is the last remaining performance lever.
Read the underlying methodology in The Legendary Performance Engine™, or subscribe to the newsletter for the next issue.