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When measuring your ad campaigns, you will use either ROI (return on investment) or ROAS (return on advertising costs). But these measurements are not completely interchangeable: each has its own strategic uses.

Return on advertising Expenses are a measure used to measure the effectiveness of a marketing campaign on Facebook. We prefer to measure how much revenue is generated for every dollar spent on advertising on Facebook..

University of Chicago accounting professor Joseph Piotroski developed his nine point scale to identify which companies with low P/B ratios were due to grow.