Hey, Facebook ROAS, what’sa matta with you? Why? Because our advertising agency, Elumynt, couldn’t possibly help everyone out. $20,000 for a 2:1 return.”Aside from the fact that you’re likely going to get mugged on your way home, you're excited because you realize that your bookie says that he’s paying you 2:1, but he’s actually giving you 5:1If the bookie continues to give you 5:1, do you care that he says he’s giving you a 2:1? Aren’t you more focused on the actual exchange of money?What if I told you that I’m almost certain you’re doing the exact opposite with your Shopify store right now?Instead of going to the bookie that says he’s paying you 2:1 but actually gives you 5:1 in cold hard cash, you’re going to the bookie that says he’s paying you 4:1, but he’s actually only giving you 1:2 in cash - you’re losing money on every deal.Shopify store owners have a huge problem.And it’s such a big problem that I’m willing to publish some radical ideas about advertising that I swore we would keep hidden away, tucked into our pants like a midwestern Dad’s mowing shirt. The bookie pays you $50,000 - a 5:1 return again, and says, “There you go. You swear you see Roma Downey carry Adam Thielen “like an angel” into the endzone for a game-winning touchdown. Next week, you wear your lucky, unwashed Dalvin Cook jersey and put down $10,000 for the Vikings to win again at a 2:1. $2,000 for a 2:1 return”.You’re a little confused, but you’ve got big plans for an epic tailgating party, so you don’t say anything. SKOAL!The bookie pays you $5,000 - a 5:1 return and says, “There you go. Packers game and put down $1,000 on 2:1 odds for the Vikings to win.A miracle happens, and the Vikes actually win. You walk into a bar alone (the Priest and the Rabbi don’t join you this time). Let's think of Facebook ROAS (Return on Ad Spend) like gambling.Here’s the situation. Switching to a different metric based on the two cold-hard facts of your business (money leaving your bank and money going into your bank) can get you back on track and scaling profitably again.You’re likely pulling back on Facebook ads as a result, and hurting your business even more.Facebook Ads reporting on ROAS is broken.

Death spiral hole its side completely