See your true incremental ROAS by adjusting for platform overlap, organic lift, and repeat customers
The ROAS reported in Meta, Google, TikTok, etc.
% of claimed conversions also touched by other channels
% of sales that would have happened anyway without ads
% of conversions from existing customers
Multiple ad platforms often claim credit for the same conversion. If Google says it drove a sale and Meta says it drove the same sale, your true ROAS is lower. SMBs can't afford to double-count budget.
Some customers would buy from you anyway via direct search, word-of-mouth, or brand recall. Platforms take credit for this "organic" demand. Adjusting shows what ads truly drove net-new growth.
Acquiring new customers costs 5-7x more than retaining them. We assume 70% of repeat purchases are non-incremental to your ad spend. SMBs need to separate acquisition ROAS from retention to budget correctly.
Misleading ROAS leads to overspending and cash crunches. Knowing your true incremental ROAS helps you set profitable bids, pause bad campaigns faster, and scale winners with confidence.
Send the output and campaign goal, and I’ll help identify the smartest next move.
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