Reply To: There is a very good reason to always check revenue AND ROI

[QuantumWolf99]

This is marginal ROI optimization 101… when you hit the flat zone your next dollar returns nothing so cutting budget maintains revenue while improving efficiency. For my ecom clients I track this monthly by comparing incremental spend against incremental revenue… when adding $50k generates less than target ROAS we’re past saturation and reallocate to undersaturated channels where marginal returns still exceed blended average.