Move beyond platform ROAS
Ad platforms optimize against their own observed conversions. Revenue ROI asks a broader question: what did this investment contribute to qualified pipeline, collected revenue, margin, or customer value?
Choose the right revenue outcome
Ecommerce teams may use purchases and repeat revenue. B2B teams may use qualified pipeline, closed-won revenue, or payback. The denominator should match the investment being evaluated.
Use attribution as a decision framework
No model is perfect. Compare models, validate the data, and use the result with experiments and sales feedback to make better allocation decisions.