The "Clean Plumbing" Blueprint to Unclog Your Meta Ads, Kill the ROAS Lie, and Secure Permission to Scale to $1M/Month. The Complexity Trap The ROAS Lie: For years, "Gurus" have told you that ROAS (Return on Ad Spend) is the North Star of E-commerce. They lied. ROAS is a "vanity metric." It doesn't account for your COGS, your merchant fees, your shipping delays, or your customer's long-term value. You can have a 4.0 ROAS and still be bankrupt by the end of the month. When you manage by ROAS, you are a slave to the Meta algorithm. You are reactive, not proactive. You are "playing" with ads instead of "engineering" a business.