Quick note: I’m testing different topics to write about. This week, I’m trying a Marketing-related post to see how much you’ll enjoy reading articles like these. Let me know in the comments or by dropping me an email 🙂 When I first started working in digital marketing almost 10 years ago, I was fascinated by how measurable it was. In my previous roles, I couldn’t find a way to measure the impact of my papers or my projects. Digital marketing, however, was different. I could make a tweak in a setting, and immediately see how that influenced the revenue I was driving. It was fun! I felt like a little kid manipulating the controls of a huge, complex, video game. But lately, I’ve started to notice that this measurability can also be a trap. And it’s a trap that I’ve seen impact hundreds of smart, resourceful digital marketers. A Quick Primer on ROAS There’s a...