In Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance.

Chapters:

00:00:00 - Welcome Back: Why ROAS is Failing You
00:00:07 - The Hidden Flaws of ROAS (And What to Use Instead)
00:00:23 - The Metrics That Actually Drive Business Growth
00:01:20 - Meta + Google: The Ultimate Ad Strategy
00:02:39 - Real-World Case Study: How This Brand Crushed It
00:04:13 - Stop Wasting Ad Spend: Smarter Budgeting Tactics
00:05:22 - Profit-First Marketing: Why Product Focus Matters
00:11:52 - Behind the Scenes: Live Campaign Breakdowns
00:18:30 - LTV & CAC: The Secret to Scaling Profitably
00:19:04 - Decoding Campaign Metrics for Maximum ROI
00:19:33 - The Overlooked Link Between Profit & Retention
00:21:16 - Treating Marketing as an Investment, Not an Expense
00:22:59 - How to Measure Business Health Beyond ROAS
00:23:24 - Bully Stick Central: A Scaling Success Story
00:24:25 - How Northbeam Helps Brands Scale Faster
00:28:11 - Final Takeaways & What’s Next for Smart Advertisers

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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(Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t

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