Worked example
A 4x ROAS is not the same as a 4x profit
Illustrative scenario and demonstration data. Not Broad Promo client results or a performance promise.
| Item | Illustrative amount | Treatment |
|---|---|---|
| Attributed revenue | $8,000 | Revenue, not profit |
| Media spend | $2,000 | ROAS denominator |
| Delivery costs | $3,200 | Subtract from revenue |
| Agency and production | $1,400 | Subtract from revenue |
| Contribution after listed costs | $1,400 | $8,000 - $2,000 - $3,200 - $1,400 |
ROAS is $8,000 / $2,000 = 4x. The remaining $1,400 is contribution after the listed costs, not net profit: overhead, tax, refunds and other costs may still apply. Attribution does not establish that all revenue was incremental.
What matters for performance analysis and metrics
Marketing performance analysis connects activity to business outcomes. The first requirement is a shared definition of an enquiry, qualified lead, opportunity, and customer. Different platforms observe different interactions and use different attribution rules, so their totals are not interchangeable. Useful reporting explains what changed, what evidence supports an interpretation, and what decision follows. It also shows the limits of the data rather than presenting incomplete measurement as certainty.
Check the evidence behind the conclusion
Be clear about what you are measuring, where the data comes from, and which periods you are comparing. Test a real example, such as a form submission, and check it against your records. A dashboard may work correctly but still count the wrong action or count it twice. Record any missing data and use the same definitions when comparing results.
Use the analysis to decide what to do next. Explain what would justify more spending, a change, or further investigation, and agree who will act. If several channels influence a customer, the data may not show the full contribution of each one. A useful report separates what happened from possible explanations and recommended actions.
A practical checklist
- Agree on business outcomes and define each conversion stage.
- Audit event collection, duplicate counting, and CRM status updates.
- Separate media spend, management costs, and production costs.
- Use consistent date ranges, attribution definitions, and customer identifiers.
- Segment results by channel, offer, and lead quality where the sample permits.
- Turn findings into a prioritized decision with an owner and review date.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Review acquisition cost, qualified opportunity rate, sales conversion, and the amount customers contribute after delivery costs alongside campaign metrics. Allow for the sales cycle and incomplete records. Revenue is not profit, and platform return on ad spend does not include every business cost. State which costs and customer outcomes a calculation includes.
What to include in your brief
Share your reports, what you count as a conversion, campaign costs, and the CRM and sales records you can appropriately provide. Explain the decision you need help with and any known gaps in the data. Agree which costs and outcomes the analysis will include, how sales will be linked to campaigns, and who will act on the findings.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.