The CFO asks what the brand campaign returned. The marketing team says "it's hard to measure". Both leave unhappy. Brand marketing isn't impossible to measure. It's just slow, and most
ROAS looks great, so the team wants to double the budget. But your average cost per customer hides what the next customer will cost. Check that first, or the extra
Your ad dashboard says CAC is ₹420. Your finance team says ₹810. Both are "right". The gap between them decides whether your growth is healthy or quietly burning money.
Revenue makes you feel good. Contribution margin tells you the truth. It's the money left from each order after shipping, packaging, returns and ads have taken their share.
Channels do not fail because you got worse at them. They fail because they worked, other people noticed, and the price of attention rose to meet the value of it.