The dashboard shows strong return on advertising spend. The finance team is less enthusiastic. Both may be reading their numbers correctly.
ROAS compares attributed revenue with advertising spend. It does not, by itself, tell you what remains after product costs, discounts, delivery, returns and other expenses.
A D2C campaign can generate attractive revenue by promoting a heavily discounted product that contributes very little. A different product may sell less but leave more room to fund acquisition and operations.
Agree which costs matter in the decision. Look at contribution alongside revenue, separate new customers from existing ones and revisit results once returns and cancellations are clearer.
Repeat purchases can change the picture, but expected future value is not cash already received. Use observed customer behaviour and realistic time periods rather than assuming every buyer will become loyal.
Keep ROAS in the report. Give it company. The aim is to understand whether the campaign is helping build a commercially healthy business, not merely an impressive chart.
