Cut my 'best' campaign 50% after recosting — actual profit went UP
Top campaign showed 2.4 ROAS, looked untouchable. Then I loaded real per-sale margin (refunds + processing ate 22%).
True ROAS was 1.6 — barely above break-even at scale.
Cut spend 50%, moved budget to a 'smaller' set that had 3.1 true ROAS. Net daily profit $310 → $440 on less spend.
ROAS on revenue lies. Recost with margin after refunds. Your hero might be your leak. Go check the real number.
Buyer's Trenches
@BuyersTrenches
Cut my 'best' campaign 50% after recosting — actual profit went UP
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