The other 99% of your business is dark to its AI: every in-store sale, every phone order, every offline purchase. Here’s what it cost one brand to stop feeding that signal back, and why we treat it as infrastructure, not attribution.

There’s no magic ROAS target. The number you need is one you can calculate — and the brands winning here are profitable at a lower ROAS than the ones quietly going broke at a higher one.

A great ROAS can still lose you money. Here are four real cases from D2C accounts where the reported number said one thing and the bank account said another — and how to measure the gap before it costs you.