- Is brand included? If yes, the number describes demand you may already have had.
- Against what threshold? A ROAS without your break-even is a number without a verdict.
- Platform or store? Reconciled to real orders, or reported by the tool that wants to look good?
- What is the base? A 200% increase on a tiny campaign is a rounding error.
- What changed? If performance moved and nothing changed, something external did — worth knowing what.
How to read an ads report without being fooled
Not because agencies lie. Because context is easy to omit.
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