TL;DR
ROAS looks great in dashboards and hides item economics. Track contribution profit, ad payback, and margin×volume instead.
ROAS is the number everyone quotes in meetings. It's also the easiest to game — and the least tied to whether you kept any money.
What ROAS hides
A 12× ROAS on a ฿79 item with 8% net margin is still a rounding error. A 4× ROAS on a ฿189 bowl at 32% margin can fund your week. ROAS ignores item economics entirely.
Three numbers that matter
Contribution profit per order — after food, packaging, and platform fees. Payback on ad spend — how many orders until a new customer covers acquisition. Margin × volume rank — which SKUs actually pay when ads convert.
How to use them
Pause keywords that drive high ROAS on low-margin heroes. Shift budget to items with real contribution. Report weekly in baht kept, not platform ratios.
Summary
ROAS is a billboard metric. Track contribution profit, payback, and menu rank — the numbers that survive commission.
