Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics.

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic: Why This Episode is a Must-Listen
• 00:00:17 - The Episode That Changed How Marketers Measure Success
• 00:00:55 - The Truth About ROAS: Why It’s Holding Your Business Back
• 00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing
• 00:03:47 - From Google Ads Expert to Growth Strategist: John Moran’s Evolution
• 00:05:21 - The Fatal Flaw of Single-Channel Agencies
• 00:06:57 - Why a Client-Centric Approach Beats Platform Metrics Every Time
• 00:14:02 - How Marketing Measurement Has Been Broken for Years
• 00:16:54 - The New Marketing Strategy That Actually Scales Businesses
• 00:25:20 - The Secret to Aligning Teams for Maximum Growth
• 00:27:13 - Why Most Agencies Won’t Survive the Next Marketing Shift
• 00:28:02 - The Role Agencies Should Play in Growing Your Business
• 00:29:41 - The Future of Marketing Metrics: What You Need to Track Now
• 00:33:13 - Real-World Case Studies: How to Fix Your Marketing Measurement Today
• 00:43:45 - Final Takeaways and What’s Coming Next

LINKS AND RESOURCES:

• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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