stop obsessing over daily roas 📉

Dec 03, 2025

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Hi {{first_name}} 👋

I had a chat with a client yesterday who was panicking over one bad ROAS day. It is easy to spiral when you are staring at Ads Manager all day.

Let’s zoom out a bit. Daily volatility is normal.

📊 ROAS vs. Reality

It is easy to get addicted to watching ROAS fluctuate, but it rarely tells the whole profit story. I am shifting my focus to a deeper metric that actually shows true growth: MER (Marketing Efficiency Ratio).

MER is your total revenue divided by total ad spend across all channels. It’s the real health check of your business ecosystem.

If ROAS drops but MER is stable and revenue is up, you are still winning. Don't pause a campaign just because the platform reporting is having a bad day.

🎁 The Freebiz

Here is a simple calculator spreadsheet to help you track your weekly MER without needing a maths degree.

Get the MER calculator

Thanks for reading me,

Michael from HWC 🤓

P.S. ROAS is often vanity. Profit is sanity. Keep your eye on the money left in the bank at the end of the month.

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stop obsessing over daily roas 📉

THUMBSTOP NEWSLETTER

Thumbstop by How We Convert is my personal take on the paid social world. I curate the news that actually matters and serve up tips plus freebies to help you improve your ROI. 🚀 It is a bite sized read designed to be enjoyed on your phone.

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