01
Check 01
Interrogate the value signal.
Verify purchase values, refunds, duplicate events, lead stages and which goals are primary. Automation will amplify a measurement error efficiently.
WOLF / Wolf Field NoteBRISBANE · WORKING GLOBALLY
Wolf Field Note
A higher PMax ROAS is not automatically a scale signal.
02
Check 02
Separate capture from creation.
Review brand demand, new-customer mix, search categories and overlap with Search or Shopping before calling reported growth incremental.
03
Check 03
Apply product economics.
A campaign can hit ROAS while shifting spend into products with worse margin, stock position or fulfilment cost. Scale the outcome the business keeps.