Margin-aware Measurement (ROAS vs Profit)

The trap

High ROAS can still lose money if margins are low or returns are high.

Beginner measurement rule

Track at least:

• ROAS
• contribution margin band (high/medium/low)

Mini-lab

Classify your top SKUs into 3 margin bands and decide:

• which band you will scale first

Next Step

Continue to Guardrails (Low-margin SKUs and Promos).