Episode 577: (Part 2) Why ROAS Sucks: The New Attribution Metric Everyone Should Use…But Aren’t

Welcome to part two of Ralph Burns and John Moran’s discussion from the previous episode. John, who is Tier 11’s newest Chief Strategist, and Ralph are having a conversation about the often-misunderstood world of digital marketing metrics, particularly ROAS (Return on Ad Spend). With a wealth of experience and a fresh perspective, John challenges the traditional reliance on ROAS, introducing a more impactful metric that promises to revolutionize how businesses measure online advertising success. Through a mix of theory and practical insights, including screen shares and real-world examples, part two uncovers the pitfalls of conventional strategies and shines a light on the path toward truly effective multi-channel marketing. This discussion not only challenges existing norms but will also equip you with the knowledge to drive your business forward in the increasingly complex digital landscape.


  • 00:00:00 – Unveiling Multi-Channel Marketing Secrets with John Moran
  • 00:01:59 – Beyond ROAS: Seeking Deeper Marketing Truths
  • 00:03:38 – Success Story: Refining Strategies for Optimal ROI
  • 00:07:54 – John Moran’s No-Fail Principle for Digital Success
  • 00:12:06 – Winning Strategies: Prioritizing High-Profit Products
  • 00:13:16 – Meta Advertising Mastery: Boosting Profit Margins
  • 00:17:20 – Strategic Overhauls: From Insight to Impact
  • 00:20:17 – Spotlight on Success: The Revolutionary Beef Cheek Campaign
  • 00:23:59 – Rethinking Metrics: The Vital Signs of Business Health
  • 00:25:38 – The Art of Scaling: Mastering Efficient Ad Expenditure
  • 00:28:51 – Unity in Action and Final Reflections: Collaborative Paths to Marketing Triumph


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