ROAS is my favorite metric. It’s fun to say and fun to hit a target that appeals to leadership (my March / April conversion ads are sitting around a 7 ROAS). I was granted privileged access to Purple’s Meta business suite, so I can assess the performance of the ads I’ve created. We make new ones on a monthly basis —  geared towards highly targeted segments of the audience funnel — and for each outing, I take learnings from the previous set and look to build off of them for the next batch.