3.8x ROAS

3.8x ROAS

ROAS = revenue / ad spend.

A DTC supplement brand ran the same offer across four tiers, equal $20k each, tracked by unique codes. n=4 tiers, 90 days.

Nano ░░░░░░░ 4.6x
Micro ░░░░░░ 3.9x
Mid ░░░░ 2.7x
Macro ░░ 1.4x

Return fell monotonically as reach grew: smaller creators converted because trust and audience-product fit were tighter. Macro drove awareness but leaked margin on a $34 AOV product.

So what: for direct-response at low AOV, weight spend toward nano/micro; reserve macro for launches where reach itself is the deliverable.

Benchmark: DTC creator ROAS spans 1.2x–4.8x by tier.