Answers
ROAS or POAS — which should I optimise for?
POAS, if you can calculate it. ROAS treats a low-margin sale and a high-margin one as identical.
The short answer
POAS, if you can calculate it. ROAS treats a low-margin sale and a high-margin one as identical.
Profit on ad spend uses gross profit rather than revenue, so the bidding stops favouring cheap, high-volume products that make you nothing.
It requires cost of goods per product in your feed, which is the reason most stores never do it. Where it is possible, it changes which products get budget.
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