BLITZ Campaign
Performance & Growth
Why a ROAS of 4 can still lose money
A reported return on ad spend can look healthy while the business loses money because ROAS ignores gross margin, discounts, fulfilment, returns, payment costs, agency or production cost and the difference between new and repeat demand.
How to calculate a useful break-even CAC
A useful break-even customer acquisition cost is the contribution a new customer can generate inside an agreed payback window—not simply average order value multiplied by gross margin.
When increasing Meta budget makes performance worse
Increasing budget can worsen efficiency when the campaign has already captured the easiest demand, creative cannot support broader delivery, measurement overstates incremental sales or the website cannot convert the additional traffic.