The FTC just sued Amazon for allegedly hiding ad-auction surcharges from over a million advertisers — and the same incentive problem exists on every platform that both sells your ads and reports how they performed. Here's why platform-reported spend can't be trusted at face value, and a concrete, monthly habit for checking it against numbers you actually control.
Multiple major brands went nostalgic in the same few weeks — Farmers, Gap, Pizza Hut, Spangler — and it's not a coincidence. This is the go/no-go framework to bring into your next leadership meeting, including the exact way nostalgia campaigns backfire when AI ends up doing the "authentic" part.
Every ad platform claims credit for the same sale, which is why summed ROAS never matches what a client actually made. Here's the blended-ROAS reconciliation framework agencies can use to get one trustworthy number for clients — plus how to run incrementality tests on a budget as low as $5,000.
Your TikTok ROAS is probably lying to you — and it's about to talk you into a bad budget call. Here's how to get the real number before you restore a dollar of spend.
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