Marketers ask good questions in public. Is my retargeting doing anything? Which platform's number do I believe? Can I trust ROAS when the tracking is broken?
I answer some of them. These pages collect those answers.
Each one starts with the question, paraphrased (no names, no links back to the person who asked). My answer sits right below it, with a diagram or a worked example where it helps. Numbers in examples are synthetic unless the page says otherwise.
The questions so far
- Is my retargeting creating sales or just claiming them?
Lift tests, iROAS and the "magic multiplier," plus softer checks you can run today. - When Meta, Google and others claim the same sales, which number decides spend?
A plan by business size: sniff tests, MTA, holdout tests, MMM, then all of them together. - Should I trust Meta ROAS when purchase events are duplicated?
Sample the duplication rate, use your own sales as the source of truth, and mind the algorithm.
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