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Marketing KPI for Paid Search: ROAS and Beyond
Paid search reporting looks clean on the surface: you spend money, you track conversions, you compute ROAS, and you move on. The trouble is that “compute ROAS” is the easy part. The hard part is deciding which ROAS, for which business goal, over what window, with which attribution assumptions, and with what guardrails so you do not accidentally optimize yourself into a corner. When people say “ROAS is the marketing kpi,” they usually mean “ROAS is the number we can argue
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