Every marketing director loves a 6.0 ROAS report. But if you turn off the ads and sales don't drop by 80%, that number is a lie. The culprit is usually "View-Through Attribution".
The View-Through Trap
Ad platforms (Meta, Google) often claim credit for a sale just because a user saw an ad 1-7 days before buying—even if they never clicked it. For established luxury brands, many customers see ads but buy because of brand loyalty or email. The ad platform takes credit for revenue that would have happened anyway.
Switch to POAS (Profit On Ad Spend)
We advise clients to integrate their COGS (Cost of Goods Sold) into the tracking pixel. This allows you to optimize for Profit, not just Revenue. A campaign selling high-margin accessories at a 2.0 ROAS might actually be more profitable than a low-margin flagship product at a 4.0 ROAS.