Revenue: The Only Goal of Digital Advertising

Ask any business owner or CEO if they want to grow their business and they will ask you if it’s a loaded question. They will always say yes to the question of growth, it’s their job to grow revenue and increase profits. Ask the same person what the goal of digital advertising is and they will tell you that they want more sales or sales leads either in-store or online. All of these equate to revenue. Isn’t ROAS the goal?[…]