Still chasing ROAS like it's the holy grail? George Musi, Chief Business Officer at Night Market, has a message for you: Stop. In this sharp Snarketing Podcast highlight, George dismantles the flawed obsession with Return on Ad Spend (ROAS) and explains how it's actively sabotaging long-term growth, brand value—and yes, your marketing team’s sanity. Backed by research from WFA, WARC, and decades of experience, George argues that ROAS has an inverse correlation to true business impact. If your KPIs are built on last-click attribution, you're not optimizing—you’re undermining. The real target? Incrementality. Learn why performance without purpose is just noise and how smarter metrics can actually build a brand instead of burning it down.