29/05/2026
Stop chasing a high ROAS on Meta.
It sounds counterintuitive, but chasing in-platform ROAS is the fastest way to shrink your business. Why? Because Meta is incredibly good at hunting down the lowest-hanging fruit, past customers, high-intent lookalikes, and people who would have bought anyway. Your dashboard looks beautiful. Your business stays flat. If you want actual growth, stop looking at siloed platform metrics and start tracking MER (Marketing Efficiency Ratio) and New Customer Acquisition Cost (NCAC).
Scale happens when you optimize for the bank account, not the ad account.