Earlier quoted context omitted.
Not quite true (well, for most advertisers; I obviously can't speak for you directly). Total return is also important. Especially when you consider that there are non-zero time costs to running advertising on yet another platform. Would you rather make $ 1 from a $.1 investment or $ 10 k from a $ 2k investment (assuming the former isn't scalable because there are no more users to advertise to)? If there is a non triv…
You make a valid point, but would you not factor that into your ROI calculation?
Also, if total return is small and capped, it may not even be worth the time to calculate ROI.