When thinking about the return on investment, chances are, you’re thinking of the idea of the total revenue versus the overall cost. If your return is high, then everything is great. But if that’s not the case, you will probably do what you can to change your strategy until your ROAS is where you want it to be.
The biggest problem is that whatever the numbers are in this case, it won’t tell us if we lost any money buying users would have converted.
We don’t see what might have happened if we just didn’t spend. So how do you know when you should pause your paid search?