Why ROAS Drops on Weekends (And What to Do About It)
TL;DR Weekend ROAS drops stack three causes: demographic shift, auction price changes, and attribution lag The first two are real; the third is a measurement artifact that fills in over 72 hours Fix is a 72-hour wait rule, top-of-funnel dayparting, and a time-windowed cohort re-pull Weekend ROAS drops are caused by three things stacked together: […]