ROAS vs actual profitability...

Happy Friday,

Stop treating ROAS like it means your client is actually profitable.

That's the lie most agencies tell themselves.

They brag about 4x ROAS but ignore that their client's cash flow is tanking...

ROAS is a platform metric, not a business metric.

It doesn't account for COGS, shipping, creative costs, or the 30K your client blew on UGC that didn't convert.

You can have 5x ROAS and still lose money on every sale.

(Ask me how I know)

That's why we stopped being "the Meta ads guys" and started operating full-funnel.

If you only control ads, you're gambling on a small piece of a much bigger machine.

The real leverage comes from two places:

1. Creative that converts

2. Email that retains

Creative is expensive and inconsistent.

You can spend 30K on UGC and have it flop.

Email isn't… email is cheap, predictable, and instantly improves ad performance.

It's the one lever that multiplies results across every channel without burning cash on production.

If you only control acquisition, you're at the mercy of everything downstream.

Bad email sequences? Your ROAS looks great but retention sucks.

No backend automation? Every customer is one-and-done.

Weak creative? You're paying more per conversion than LTV supports.

If you care about profit instead of BS metrics, you need to control the backend too.

Otherwise, you're not running strategy…

You're just renting attention and hoping everything else works out.

Jackson