ROAS shifts significantly by model. Meta looks strongest under first touch (10.2x) because it often initiates journeys, but drops to 8.0x under last touch. Google gains from 5.7x to 8.1x because it closes deals that other channels started. LinkedIn drops from 6.7x to 3.6x, suggesting it drives awareness rather than conversions.
| Channel | FT ROAS | LT ROAS | Linear ROAS | FT→LT Shift |
|---|---|---|---|---|
| 5.7x | 8.1x | 6.9x | +2.4x | |
| Meta | 10.2x | 8.0x | 9.1x | -2.2x |
| 6.7x | 3.6x | 5.2x | -3.1x | |
| X | 0.3x | 0.7x | 0.5x | +0.4x |
| Organic | -- | -- | -- | -- |
| Direct | -- | -- | -- | -- |