Myth: Optimize native campaigns on ROAS like you do on paid social.

Myth: Optimize native campaigns on ROAS like you do on paid social.

No — not at the publisher/site level, where native actually lives. ROAS hides which of your 400 placements is bleeding you, because a few winners mask a long tail of fraud.

The metric that exposes native is rCPM: revenue per thousand impressions, sliced by source site. That number tells you instantly which widget domains generate revenue and which only generate impressions.

Use them together, not instead:
— ROAS = is the campaign alive?
— rCPM by site = which domains do I block tonight?

If you only watch blended ROAS, supposedly everything's "fine at 1.8x" while three junk subdomains quietly eat 40% of spend. Native rewards the operator who looks one level deeper than the dashboard wants them to.