Map ad spend to first-year revenue (initial fee + 12 months trail), then to LTV (5-7 year client tenure). Target 3-5x first-year ROAS for sustainable growth.
ROAS layers
1. Ad ROAS (spend / first-year revenue): target 3-5x 2. Client ROAS (spend / LTV): target 12-20x 3. Payback period: 6-14 months typical
Attribution
Use server-side Conversions API (Meta) and offline conversion imports (Google) to pass booked-fee events back to platforms - this typically lifts reported ROAS 30-50% once platforms optimise on revenue rather than lead volume.