When “great numbers” turn into a liability 📉

Most brands chase the same scoreboard: ROAS, MER, revenue, LTV.
Those metrics feel objective, solid, true.

Until the day they start hiding more than they reveal.

This new Dashboard issue breaks down how measurable success slowly turns into fragility: your growth locks in commitments, your metrics become proxies, and you end up managing dashboards instead of customers.

Inside the breakdown:

• The “first high” of success - and why it sets up the next wave of problems

• How measurable progress starts defining what is valuable inside the company

• The hidden debts behind “green” dashboards: ROAS up, MER up, LTV up

• Why growth increases commitments faster than it increases control

• The Eurostar story: what metrics can measure, and the value they never see

• The difference between managing the business vs managing the proxies

• Why ads and creative testing are one of the few true levers for optionality

You’ll learn:

• How “good metrics” hide operational and emotional fragility

• Why ROAS, MER, LTV, and CM are lagging indicators, not leading ones

• Simple leading inputs that restore optionality: angles, stories, and tests

• A practical way to stop worshipping dashboards and start watching customers again

👉 Read the full breakdown here

Have a great week!
The VidTao Team

PS — The Dashboard is where Brat shares weekly notes on building Bratrax, buying media, and making sense of performance data - without the fluff.

PPS — Send this link to a friend who needs it: blog.bratrax.com