Excluding 30-day buyers raised new-customer ROAS 0.8x

Excluding 30-day buyers raised new-customer ROAS 0.8x
Coffee subscription, 40d, $84k spend.

Prospecting campaigns were re-serving recent purchasers, inflating the headline number with repeat orders.

Adding a 30-day-purchaser exclusion:
— Blended ROAS: 3.1x → 2.4x ▼ (the 'true' number was always lower)
— New-customer ROAS: 1.7x → 2.5x ▲0.8

Spend that had been buying cheap repeat orders moved to actual prospecting. New-buyer volume rose 34% on flat budget.

Read: if prospecting isn't excluding recent buyers, your ROAS is borrowing from retention. Separate the two.