4 min read
Why ROAS Alone Is Hurting Your Marketing Growth
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Why One KPI Is Breaking Your Marketing (And What to Do Instead)
Most marketing teams are obsessed with one question: how are we doing? It sounds reasonable. It is also one of the fastest ways to stall your growth, because "doing" what, exactly? When an entire company rallies around a single KPI, and that KPI is almost always ROAS, you create one behavior: optimize the bottom of the funnel forever. And that is how growth quietly dies.
Topics: Wicked Reports roas Marketing Attribution Marketing KPIs growth marketing new customer acquisition
5 min read
Is ROAS Dead? Why the Rumors Are Greatly Exaggerated
The Rumors of ROAS' Demise Have Been Greatly Exaggerated
It's clickbait that works - marketers screaming from the mountaintops "ROAS is DEAD!".
Topics: Wicked Reports roas multi-touch attribution Ad Platform ROAS marketing measurement
5 min read
Digital Marketing Metrics That Actually Matter and How To Use Them
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Digital Marketing Metrics That Actually Matter in 2026 (and How to Use Them)
Most brands drown in metrics and starve for insight. The dashboards are full, but the number that would actually change a decision is either missing or wrong. This is a working guide to the handful of marketing KPIs that move the needle for an ecommerce brand - CPL, CAC, ROAS, ROI,and the one most of your competitors ignore, LTV - plus the reason every one of them is only as good as the data underneath it.
Topics: Wicked Reports marketing metrics LTV roas customer lifetime value (LTV) Ecommerce Attribution
5 min read
What is a Good ROAS for Ecommerce? Benchmarks & ROI Tracking
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WHAT IS A GOOD ROAS FOR ECOMMERCE IN 2026? THE HONEST ANSWER (AND WHY THE NUMBER LIES)
Everyone wants a single number - what's a good ROAS? Here's the honest answer up front — the commonly quoted benchmark is 3:1 to 4:1, but the actual 2026 ecommerce average has slid to around 2.87:1, and the median is closer to 2:1. That means roughly half of all ecommerce brands are running below a 2:1 return. So if you're benchmarking against "4:1," you're comparing yourself to a number most stores never hit.
But the bigger problem isn't the benchmark. It's that ROAS itself — the way most brands measure it — is being quietly mis-reported by the very platforms you're using to calculate it. Let's fix both.