Blended ROAS is an average, and averages hide the losers.

A channel at 0.69× can sit inside a blended 3× and never surface. True CAC against what a customer contributes is the number that separates them.

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The problem

Why the blended figure is comfortable and wrong

Averaging spend across channels lets the strong ones carry the weak. On the sample book one channel returned 0.69× against another's 6.87×. Same account, same month, and the blended number looked healthy.

Channel performance: spend and return by channel, computed from a sample ad export

What it computes

What it computes.

Return by channel and campaign

Spend against contribution for each, so a channel selling low-margin products stops looking efficient.

True CAC

What you paid to acquire a customer, set against the contribution that customer produced over their life.

Spend worth moving

The exact dollars sitting in channels returning under breakeven, and where the same spend has been returning more.

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See it on your own export.

ProfitFalcon computes this from the file you already download. Or blended ROAS against true CAC.

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