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- 3X ROAS but no growth? Here's why
3X ROAS but no growth? Here's why
Jeff Sauer
October 30, 2025
In partnership with
New customer acquisition is broken
Your Meta ROAS looks amazing.
But your revenue growth is... flat.
Sound familiar?
The Hidden Problem
I just recorded an eye-opening episode with Scott Desgrosseilliers from Wicked Reports, and he dropped a knowledge bomb that explains why so many businesses are stuck in this frustrating cycle.
Meta has a hidden bias.
It's optimizing for customer acquisition - not NEW customer acquisition.
The platform can't tell the difference between someone buying for the first time and someone who's already your customer. So it does what it's trained to do: find the fastest conversions possible.
Which means it keeps targeting your existing customers because they convert faster.
The Real Kicker
You're literally paying Meta to re-acquire customers you already have.
While your actual new customer acquisition budget gets eaten up by retargeting campaigns you didn't know you were running.
Scott showed a case study where one client was spending $30K/month but only getting 190 new customers from Meta... while getting 424 repeat customers.
That's backwards.
The Solution is Counterintuitive
Most agencies think blending new and repeat customers makes the numbers look better. Scott proved the opposite.
When you separate them and focus Meta's AI specifically on new customer acquisition, something magical happens:
50% more revenue from Meta
Double the new customers
Half the new customer acquisition cost
All from the same budget.
How This Actually Works
The key is what Scott calls the "Attribution Operating System" - three components working together:
Measure: Segment new vs repeat customers accurately
Signal: Feed Meta the right conversion data so it learns what success looks like
Action: Use AI to guide budget decisions based on real performance
You can't do this inside Meta's native tools. You need first-party attribution tied to actual customer IDs.
The Paw Patrol Analogy
I used this analogy in our conversation: A kindergartner loves Paw Patrol. By second grade, they're into Minecraft.
If you keep showing Paw Patrol ads to that same kid two years later, it's not just ineffective - it's counterproductive.
Meta's data says "this person liked Paw Patrol" but doesn't understand they've moved on.
Same with your customers. Just because someone bought from you doesn't mean they need the same product again.
What This Means for You
If you're seeing great ROAS but flat revenue growth, this could be exactly what's happening.
The full conversation goes deep into:
How to set up product-specific conversion events
Why AI Advantage Audiences might be sabotaging your exclusions
The specific campaign settings that trigger this problem
Real examples of how to fix it
This is honestly one of the most tactical episodes we've recorded. Scott doesn't just explain the problem - he shows you exactly how to fix it.
Plus he's offering MeasureU readers $100 off their first month of Wicked Reports and a massive discount on his Five Forces framework.
The insights in this episode could completely change how you think about Meta advertising.
Especially if you're in that $1-50M revenue range where this problem hits hardest.
To Your Measured Success!
--Jeff Sauer
Co-Founder of MeasureU
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