S3 EP30: The Issue with ROAS with Brenden Delarua from Stella

In this episode, Brenden Delarua, Co-Founder of Stella, shares a practical framework for e-commerce brands looking to scale their paid acquisition without burning capital on non-incremental ad spend. Brenden explains why relying solely on traditional metrics like ROAS or CPA can misrepresent true business health, introducing the "food truck analogy" to differentiate between marketing that actually drives new growth and spend that simply takes credit for existing demand. From evaluating the impact of retargeting and branded search to dissecting how Meta’s Andromeda algorithm uses creative diversity as modern targeting, he outlines the critical factors every brand should consider before allocating ad dollars.

We also discuss the foundational tracking stack needed at different revenue stages, highlighting how combining multi-touch attribution, post-purchase surveys, and incrementality testing gives brands a complete, reliable picture of performance. The conversation extends into advanced analytics for $10M+ brands, explaining how feeding causal analysis and qualitative data into AI models prevents common optimization mistakes. Whether you're launching new ad channels, refining your tracking stack, or preparing to scale beyond your current limits, this episode offers actionable insights to help you grow with confidence.

Tools discussed on the podcast include KNO Commerce and Triple Whale.

Want to learn more about Stella and how Brenden helps brands evaluate their measurement stack and drive profitable growth? Visit stellaheystella.com or connect with him on LinkedIn and TikTok to learn more about marketing analytics, incrementality testing, and growth strategy.

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