Hot take: strong ROAS is one of the most misleading numbers in an ecom acquisition.

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by a professional from Michigan State University
in New York, NY, USA

3h ago

Hot take: strong ROAS is one of the most misleading numbers in an ecom acquisition.

I keep seeing deals where the paid numbers look great, and everyone relaxes. Then post close, the reorder rate is ugly, and it turns out the business was renting customers with no retention underneath. For those of you buying or looking in DTC and ecom: what is the one signal that has actually predicted trouble for you after close? And what looks reassuring but means nothing? Genuinely curious where people land.

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