Dear god this. For most advertisers with a decent budget, measuring ROAS for FB on a last click basis across channels will lead to disappointment. Unfortunatel

Dear god this. For most advertisers with a decent budget, measuring ROAS for FB on a last click basis across channels will lead to disappointment. Unfortunately, developing a proper attribution model with post impression conversions (not just click based) is arguably the hardest challenge in the industry today. There is no one size fits all approach and even as someone who does this for a living and is well versed in the matter, I still haven't found a great approach. Incremental list testing isn't always easily done.