How to Scale While Protecting Your Margins

🚀 Overview

Most brands chase ROAS and ignore EBITA.

That leads to growth on dashboards… and shrinking profit in real life.

Revenue is vanity.

EBITA is survival.

This framework connects channel performance to actual financial outcomes so you only scale the campaigns that strengthen margin — not destroy it.

🎯 Why This Works

✅ Focus shifts from revenue → profitable revenue

✅ Shows which channels add or drain EBITA

✅ Stops unprofitable scaling before damage happens

✅ Aligns marketing + finance under one truth

🧩 The Framework

1️⃣ Understand the Profit Hierarchy

Revenue
↓
CM1 = Revenue − COGS
↓
CM2 = CM1 − Marketing Costs
↓
EBITA = CM2 − Ops & Fulfillment

Rule: