Why ROAS is a vanity metric, and what to bid on instead
Scaling on return on ad spend can destroy margin while every dashboard turns greener. Here is the contribution-profit model we use with every D2C client.
Author: Kallol Kr. Ganguly
Kallol Kr. Ganguly is the founder of Entaleon, a growth and analytics practice in Kolkata. He spent eighteen years trading in the stock market and seven in corporate roles before applying the same capital discipline to marketing budgets: size the position before you take it, decide in advance what would prove you wrong, and never mistake activity for return. He holds an MBA in Finance and Marketing, a Master's in Personnel Management from Pune University, a Digital Marketing and Analytics certification from ISB, and Google Ads certification.
The GA4 setup checklist: 23 things that are quietly wrong in your property
Duplicate conversions, unfiltered internal traffic, broken cross-domain tracking and consent mode misfires. Most accounts recover a fifth of their lost signal from this list alone.
Answer Engine Optimisation: how to get your brand cited by ChatGPT and AI Overviews
The entity, schema and citation architecture that decides whether an AI assistant names you or your competitor, and how to measure your baseline this week.