Stop increasing budget because ROAS looks good.
Spend should go to campaigns, products and markets that create real contribution. Layer Insights puts platform performance next to orders, margin and customer quality.
Campaign A has lower platform ROAS but stronger new customer quality and product margin. That is the campaign that deserves more budget.
Where will the next euro create the most value?
Advertising touches product mix, customers, margin and inventory. Analysis should not stop in the ad account.
Which campaign can scale?
Combine spend with contribution and product economics.
Where is CAC rising without added value?
Separate new customer CAC from returning revenue.
Which products attract the wrong revenue?
Look at downstream product and customer quality.
Bring together · Explain · Decide
We connect campaign data to commerce outcomes so optimization does not stop at the ad account.
Bring in spend
Campaigns, ad groups and spend come in by channel.
Connect orders
Attributed and direct orders sit on the same commerce truth.
Add economics
Margin, product mix and customer type make spend comparable.
Prioritize
Scale, fix or stop based on contribution.
The same campaign can look both good and bad.
That is why platform metrics sit next to business metrics.
| Metric | What it tells you | What it misses |
|---|---|---|
| Platform ROAS | What the platform claims | Overlap, COGS, returns |
| MER | Total efficiency | Channel detail and causality |
| CAC | Cost per customer | Customer quality and margin |
| Contribution | Direct economic contribution | Long term LTV |
Make every budget meeting shorter.
You should not need four dashboards and a spreadsheet before making a decision.
Scale
Increase budget where margin, customer quality and demand remain strong together.
Fix
Flag campaigns with good ROAS but weak contribution or high overlap.
Stop
Stop spend when a channel mainly harvests existing demand or low margin sales.
What you want to know before you start.
Is ROAS useless then?
No. It is a useful platform signal but not a complete business truth.
Does this work with low spend?
Yes, but uncertainty increases. Coverage and confidence should stay visible.
Go deeper on the decision logic.
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See where your next euro of budget really belongs.
Connect advertising and commerce data to allocate budget on contribution.