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Discover moreIn the fast-paced digital marketing landscape, the competition for consumer attention is fiercer than ever. It's no longer enough to have a great product and a creative campaign; success is defined by the efficiency and intelligence with which you operate. Every day, marketers face an ever-expanding ecosystem of channels, from established giants like Google and Meta to emerging platforms like TikTok and Twitch, each with its own language, audience, and dashboard. This landscape, while full of opportunities, presents a monumental challenge: data chaos.
The reality for many teams is a daily struggle against "information silos." Hours are spent in a manual and error-prone ritual: exporting reports from Google Ads, downloading spreadsheets from Meta Business Suite, capturing screenshots from TikTok Ads Manager, and then trying, with varying degrees of success, to unify all that information into a single spreadsheet. This process not only consumes valuable time that could be spent on strategy, but also offers a fragmented, retrospective view of reality. It answers the question "What happened last week?" but rarely provides a definitive answer to the more important one: "What should we do next week to grow?"
Amidst this whirlwind of metrics, clicks, and impressions, there's a compass that guides every decision toward the true north of profitability: Return on Ad Spend (ROAS) . ROAS is more than just a KPI; it's the universal language that translates marketing efforts into business results. It's the metric that demonstrates value, justifies budgets, and ultimately determines the sustainability of any paid growth strategy.
This article is a guide to transforming this data chaos into a source of strategic clarity. We'll explore how to go beyond simply measuring ROAS to make it the linchpin of a continuous optimization machine. We'll demonstrate that the solution lies not in working harder, but in working smarter, adopting a methodology and tools that overcome fragmentation.
TABLE OF CONTENTS
Building a data-driven business is a difficult task, but how about starting with your brand's marketing reports? Let's look at some tips for gaining more accurate data that will allow you to make more informed decisions, create precise strategies, adjust goals, and find opportunities to grow your business.
Start with a plan: Gaining consistent insights should be one of your goals, but first you need to decide how to find them.
Find opportunities in your strategy: Gain qualitative insights from your campaign metrics. Measure your strategy execution with equivalent KPIs and attribution windows across all platforms.
Consider qualitative data: Don't overlook data such as social media comments, online reviews, related images, and many other sources of information that speak to your brand. There are many business opportunities in this unstructured but qualitative content.
Monitor, adjust, and experiment with data: Take control of all your brand's data sources, optimize every step of the collection process, and experiment with the opportunities you find.
Using marketing reports correctly can boost the ROAS of your campaigns.
If you're looking for a metric to understand how an ad campaign is performing and determine whether it's making or losing money for your brand, ROAS is the answer.
It's a ratio that shows how much revenue is generated for each amount spent on advertising. It's not a return on investment, as ROI measures the success of the overall strategy. You can think of ROAS as the ROI of paid media.
A simple formula for calculating return on ad spend (ROAS) is
ROAS = Campaign Revenue / Campaign Cost
This is the key question, and the answer is: it depends . A "good ROAS" isn't a universal number. It intrinsically depends on your profit margins and operating costs.
Therefore, the first step is to calculate your break-even ROAS , the point at which you neither make nor lose money. From there, you can define a Target ROAS that ensures the desired profitability.
A well-structured marketing report is your dashboard. Use it to implement these key strategies and take your performance to the next level.
Your reports should reflect your goals. Not all campaigns aim for immediate sales.
Your reports should clearly separate the performance of each campaign type to avoid drawing erroneous conclusions.
A customer rarely buys the first time they see an ad. The customer journey often involves multiple touchpoints across different channels (social media, search, email).
An overall ROAS of 4:1 can hide an important truth: you could have one campaign with a 10:1 ROAS and another with a 1:1 ROAS that's draining your budget. Segmentation in your reporting is crucial.
Break down your ROAS by:
Your reports will tell you which ads aren't working, but your analysis needs to uncover why.
A report is only useful if it leads to action. Establish a routine (weekly or biweekly) to review your reports and make decisions:
Ultimately, transforming your marketing reports into a tool for maximizing ROAS requires a shift in mindset: from simple observation to strategic action. By defining clear objectives, understanding the customer journey, segmenting accurately, and relentlessly optimizing, you'll ensure that every dollar invested is working as intelligently as possible to grow your business.
Stop getting lost in spreadsheets : with Adsmurai's dashboards and reporting, you'll have all the information you need in one place visual, up-to-date, and ready for quick decision-making. From campaign performance to cross-channel comparisons, all with a click.
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