One slide from a skincare brand's spring review: ROAS up 38 percent on the hero
By Geowescott · October 6, 2026 · Curated by George's Blog
One slide from a skincare brand's spring review: ROAS up 38 percent on the hero serum. Rebuilt targeting, tighter creative, higher bids on the branded term. Accurate.
Three weeks later the controller flagged that contribution on the same serum, same weeks, was down. Nobody had lied. The two numbers described two different things.
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