Start with the commercial question
Before optimizing a campaign, define what the business needs the channel to do. Is it capturing existing intent, creating new demand, improving lead quality, moving inventory, or supporting a new market? The answer changes how success should be measured.
A campaign with a lower reported ROAS may be doing more valuable work if it introduces new customers with stronger lifetime value. A high reported ROAS can be misleading when it mostly retargets people who were already going to buy.
Put margin and quality beside the dashboard
Revenue efficiency should be read together with contribution margin, cancellation rate, lead-to-sale conversion, average order value, and the operational cost of serving demand. These numbers show whether marketing performance survives outside the platform.
Use the metric to make a decision
The point of reporting is not to produce a prettier dashboard. It is to decide what to scale, what to repair, and what to stop. A useful review ends with an action and a clear expectation for what should change next.